What Coke is to the soft drink industry is what Oreo aims to be for the snack food industry. The cookie brand launched its “Wonderfilled” campaign this past weekend, which started with 30-second and 90-second commercial spots during Sunday’s Mad Men and Married to Jonas shows. This is Oreo’s first shot at positioning itself a snack with more than a great taste, but that can exemplify more real world emotions that result in positive changes.
The campaign was created by The Martin Agency team, which enlisted help from indie recording artist Owl City, Royale and, an animation designer, Martin Allias. The tune of the campaign wonders what classic fictional villains would do if you gave them an Oreo. A creative director at The Martin Agency who has written lyrics for clients such as FreeCreditReport.com and Walmart wrote the tune. While the campaign is cute, the brand is not looking to target kids; while they are certain it will likely be a hit with that age group, the target audience is adults who sometimes lose that sense of curiosity and wonder.
Social media is playing a supporting role in the “Wonderfilled” campaign for both the traditional ad campaign but also especially for the a capella performances occurring in select metropolitan areas. The musical performances are being held in impromptu locations where a capella singers are serenading commuters during rush hour. In New York, the a capella group joined Owl City in a grand performance earlier this week. On Twitter, Oreo shared Vine clips of the event in New York and released the link to stream or download the full “Wonderfilled” anthem on Facebook. I wonder what Oreo will do next to keep the momentum of this campaign and its continued success with consumers online going.
Tiana Tucker is an online marketing professional working as the Inbound Marketer for Nursing@Simmons, which is an online master's in nursing offered by Simmons College. Keep up with Tiana on Twitter @TianaMTucker or Google+.