Ever wondered what makes a great campaign?
wonder
noun:
1.
a feeling of amazement and admiration, caused by something beautiful, remarkable, or unfamiliar. "He observed the intricacy of the ironwork with the wonder of a child."
2.
a person or thing regarded as very good, remarkable, or effective. "We all eat cakes from Gisella — she's a wonder."
A positive, emotional word that has unlocked not simply a great campaign but a whole new brand identity for Oreo.
Where Cadbury has Joyville and a whole innovation platform that seems to be bent on creating more and more new ways of combining chocolate with any number of ingredients, Oreo chose to be joyful in relooking at how to celebrate their core product format.
Moving away from the Twist & Lick ritual that served them so well for generations was a brave move. In doing so, however, the Wonderfilled concept not only continues to hero the product but elevates it to iconic potential. For an ad agency to start their campaign journey by executing a brand identity is very new thinking. It has resulted in two years of Cannes worthy work that is not only disruptive but distinctively Oreo with it’s consistent use of the cookie icon, colourways, typography and positive tone of voice.
So whilst Cadbury leaves me rather bewildered and confused when I’m standing in a store looking for a bit of a treat, Oreo comes to site and mind so much quicker.
Put a smile on your face, be #fansofcannes.
By Chris Halton, Global Strategy Director, jkr London
