OREO SPREADS WONDER FROM COAST-TO-COAST
Campaign Kicks Off in New York City with Singer-Songwriter ‘Owl City,’ More Than 500 A Cappella Singers and an OREO Anthem
East Hanover, NJ (May 14, 2013) – /PRNewswire/ – Wonder if I gave an OREO to the big bad wolf, what might happen? In its newest campaign, which debuted with a 90-second TV spot on Sunday evening, the World’s Favorite Cookie answers this question by exploring how something as small as sharing an OREO cookie can create a positive change in perspective. The campaign, featuring the OREO WONDERFILLED anthem, will come to life in New York City today with 500 a cappella singers performing the new song and sharing OREO cookies with New Yorkers. The wonder and singing will then spread coast-to-coast, with visits to Chicago and Los Angeles as the launch week unfolds.
The OREO WONDERFILLED animated ad focuses on universally-known stories told with a distinct OREO-inspired twist. Singer-songwriter, Owl City (a.k.a. Adam Young), whose style of music embodies optimism and a carefree nature, performs the catchy tunea that poses the question, “Wonder if I gave an OREO to…?” and ends with a light-hearted change in perspective for all those it touches in the song.
“For more than 100 years, OREO has represented childlike delight. It is what has helped make OREO the World’s Favorite Cookie,” said Janda Lukin, Director, OREO, at Mondelez International, Inc. “The OREO WONDERFILLED campaign has a much more universal message, asking people to see the world the way OREO does – with openness and curiosity. We are excited by the stories we can tell with this campaign and energized by the limitless ways we think it can evolve over time.”
New Yorkers will experience the wonder during their rush hour commutes and throughout the morning when a cappella singers, including nationally known groups, will bring the lyrics to life in their own unique voice – from Wall Street to Times Square. Joined by Owl City, the day will culminate in a group sing-a-long in Union Square. OREO will also share Vine videos throughout the day so that fans across the country can participate in the celebration. Later this week, OREO will take wonder on the road to Chicago (May 16) and Los Angeles (May 17), enlisting local a cappella groups in each city to be part of the OREO WONDERFILLED excitement.
Multi-Faceted OREO WONDERFILLED Campaign
The campaign is a fully-integrated program featuring TV, digital, social, promotional radio, public relations and cinema advertising. Campaign elements include:
• :90/:30/:15 OREO WONDERFILLED TV advertising spots to run through September 2013, with new creative and stories to be added along the way
• Promotional radio to generate awareness of the new OREO song in top 10 media markets
• Continuing engagement on Twitter and Facebook in real-time and during some big stage events
The OREO WONDERFILLED campaign was developed by The Martin Agency (advertising), 360i (digital/social), Weber Shandwick (public relations) and MediaVest (media).
For more information about OREO, the new campaign and to download the new OREO anthem, visit www.OREO.com.
OREO is the world’s favorite cookie, enjoyed by families and friends in more than 100 countries around the world. OREO is the best-selling biscuit of the 21st century with more than $2 billion in global annual revenues. The OREO cookie twist, lick and dunk ritual has become the signature way to enjoy this iconic cookie for many different cultures around the world. OREO has a Facebook community of more than 33 million OREO lovers around the globe, representing 200+ countries and dozens of different languages. OREO ranks among the top five brand Facebook pages in the world. OREO celebrated its 100th birthday on March 6, 2012. Visit www.OREO.com for more information. OREO is one of Mondelez International’s billion-dollar brands.
Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2012 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelez International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
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Wonderfilled NYC B-roll Footage
Wonderfilled NYC highlights