Oreo's 'Dear Dad' initiative for Father's Day
On the occasion of Father’s Day, Oreo presented an exciting initiative, ‘Dear Dad’ that encouraged people across India to express their feelings for their fathers through heartfelt letters. The ‘Dear Dad’ initiative was conceptualized with an aim to make Father’s Day really memorable and an extraordinary celebration.
‘Dear Dad’ initiative was launched with a series of press ads by using actual letters written by children of different age groups, which culminated into an innovative full page ad that carried a blank page with the words ‘Dear Dad,’ on it. This was to encourage people to pen down their feelings for their fathers and express the love.
The print campaign was reinforced by a radio and several Oreo letterboxes were placed in various corporate offices and shopping malls across the country that provided a refreshing opportunity for children to play games with their dads and relive an essential part of childhood. Children were encouraged to recall the most amazing adventures with their daddies, while grown-ups shared the greatest lessons in life they learnt from their fathers with the audience. Team-based games were also played where the various challenges tested the strength of the bond between the participating father-and-child duos. A Facebook letter writing app was also developed with customized templates to ensure a unique and personal experience. Oreo also hosted a collective writing session that consumers attended to write letters to their dads.
Chandramouli Venkatesan, Director – Snacking & Strategy, Cadbury India said, “With Oreo, our constant endeavour is to promote family togetherness. The ‘Dear Dad’ initiative was developed to encourage father-child bonding on the special occasion of Father’s Day.”