'Disconnect to Connect' says Oreo in new campaign
OREO, the world's favorite cookie brand, recently launched a new campaign that urges consumers to ‘Disconnect to Connect’, getting away from their technological devices and enjoy moments of playful connections, with family and friends.
Commenting on the launch of the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “In order to connect with people, it's important to give them utmost time and attention. With our ‘Disconnect to Connect’ campaign, we are trying to encourage our consumers to strike a chord of playfulness with their loved ones by snoozing away from the automated world. OREO’s brand purpose is to fill the world with more playful moments that bring people together to break through the monotony of adulthood’s seriousness. For over 70 years now, Mondelez India has garnered consumer love and trust on the back of light-hearted, yet meaningful and progressive storytelling, supported by cutting-edge Marketing Excellence. Through this campaign, we aim to continue this momentum by taking forward our company’s vision to 'Empower People to Snack Right'.”
Since the launch, OREO has always created fun-filled moments for consumers and their loved ones. The campaign brings alive Oreo’s global brand proposition titled Stay Playful that aims to spark playful connections with your family & friends. Taking a consumer-centric approach to the next level, this latest campaign aims to bring alive a simple message of disconnecting from the reel world and spending some quality time with your family. The brand intends to create new and fun ways to engage with OREO lovers by widening its appeal to achieve the larger purpose of the company with a touch of playfulness.
The new TVC, conceptualized by FCB Interface, showcases a daughter asking her father to join her during her playtime while he is busy checking his e-mails. Trying to catch his attention, she notoriously drops in a physical e-mail with an Oreo cookie attached inside. This provokes the father to disconnect from his laptop and enjoy the offline playful moments with his beloved daughter.
Shedding light on the insight, Robby Mathew, Chief Creative Officer, FCB Interface said, “The innocence of the little girl sending an Oreo by email lent itself to a really cute story.”
Adding, Joemon Thaliath, Chief Executive Officer – FCB Interface quips, “Over the years, Oreo has showcased several beautiful dad-daughter relationships. This one is the most heartfelt of them all and continues to build on the brand’s core of ‘Stay Playful’.
Today, OREO’s tagline ‘twist, lick, dunk’ has become a ritual and has been at the heart of numerous warm family moments and this campaign will further up the brand love. Apart from this heart-warming TVC, this campaign will be supported by extensive Digital, Outdoor and on-ground activation.
Agency: FCB Interface Communications
Creative Team: Rakesh Menon, Ashutosh Joshi, Sricharan C, Ketan Kadam, Adil Bamanbehram
Account Management: Ruchita Purohit, Arun Kumaresan, Bushra Faruqi, Krita Gudhka, Ajinkya Joshi
Planning: Gulshan Singh, Sneha Raina
Director (of the TVC): Prakash Verma
Executive Producer: Manjeet Bawa
Production House: Niravan Films
Post Production Studio: Nirvana Films