Oreo kicks off TV and experiential campaign for new cookie flavours

Mondelez cookie brand Oreo has launched a £3.4m multichannel campaign to promote its growing range of flavours.

The brand launched mint and strawberry cheesecake flavours in July, joining the already available original, golden, chocolate creme and peanut butter flavours in the range.

The campaign kicks off with a 20 second TV spot by FCB Inferno, debuting on Monday, which features a kaleidoscope-style animation with dancing Oreo cookies.

The ad was created by Leo Minster and Alastair Mills, and directed by Martin Allais through 1stAveMachine.

This will be supported by a seven week experiential campaign, the Oreo Flavour Mobile, which opens today on London’s Southbank.

Created by Hey Human, it will travel to seven cities and three festivals, handing out samples and offering Oreo-based dessert recipes, like Oreo Rocky Road, Cool Mint Oreo Cookie Balls, Strawberry Cheesecake Oreo Fudge Tart and Oreo Mint Tarts.

The campaign will be supported by PR and influencer activity conducted by Hill & Knowlton Strategies and digital content created by Gravity Road. Media planning and buying has been handled by Carat.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).