JAKARTA, INDONESIA – Oreo has always been a family favorite, known for fostering playful connections through its Stay Playful platform. As the brand continues to grow, it is building on its universal taste appeal via the iconic Twist, Lick and Dunk ritual.
Its latest campaign, created by Leo Indonesia, uses the Oreo cookie as the hero to deliver a sensory message: Oreo can trigger the ultimate cravings.
“Oreo is an iconic brand, but in Southeast Asia we have built our equity as a brand for families with kids. We see immense potential in expanding our audience base and needed to revitalise the brand’s imagery to feel desirable not only to families but also to young adults,” Mondelez International’s Vice President for Marketing SEA Jonathan McCarthy explained.
The campaign is anchored by a film called Cravings Calling, which expands Oreo’s appeal from children to teens by dialling up desire for the cookie. A second film, Missing Oreos, highlights a playful family moment that reinforces the irresistible pull of an Oreo. Both films are directed by Diego N Irigoyen in partnership with Stink Films and Prodigious.
Complementing the films are eye-catching outdoor and social media assets that celebrate Oreo in all its glory to appeal to a broader audience.
“While the cookie has always been at the heart of everything we do, we’ve created an outdoor campaign that truly heroes the ‘twist, lick, dunk’ ritual and puts Oreo at the forefront, reminding audiences that cravings can strike anytime, anywhere. It’s a small yet purposeful visual shift that strengthens the brand’s narrative around taste,” Leo Indonesia’s Chief Creative Officer Ravi Shanker said.
Mondelez International’s Senior Director of Marketing South Eas Asia Lucas Levy added: “Oreo is an icon of taste and ‘twist, lick and dunk’ a popular ritual around the world. Once you crave an Oreo, who can stop thinking about it? When you buy some, who can resist eating a few on your way home? These fun and real observations inspired us to develop this campaign. And as we always say, don’t forget the best part: Twist, lick and dunk!”
This multi-market campaign will launch across 5 countries in Southeast Asia. The tagline, Dunk Your Craving, celebrates Oreo’s unmatched ability to satisfy cravings – a testament to its status as the original and the best cookie.
CREDITS
Client: Mondelez International
Vice President Marketing, SEA (CMO): Jonathan McCarthy
Senior Director of Marketing, South East Asia: Lucas Levy
Agency: Leo Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Senior Creative Director: Netra Natarajan
Associate Creative Director: Achmad Fauzi
Senior Art Director: Chairul Maulana
Art Director: Ricko Eksa
Senior Art Director: Gadis Ghalia
Copywriter: Rayakkan Mahatma
Regional Business Director: Neha Bansal
Account Director: Avisenia Qashashi
Senior Account Executive: Nur Syifa Buchis
Head of Planning: Nilakshi Medhi
Associate Planning Director: Andreas Kennardi
Senior Planning Executive: Randi Rakasiwi
Project Manager: Widya
Agency Producer: Anti Istianti
Production: Stink Films
Director: Diego Nuñez Irigoyen
Executive Producer: Mulan Yap
Producer: Meng Chen Jiang
DOP: Paco Femenia
Post Production: Prodigious Thailand
Executive Producer: Thakon Prateepratana
Editor: Andrea Boero
Visual Effects Artist: Hsueh-Pong Ching
Audio Engineer: Chattawat Eaumkeb
Music Composer: Korkiat Chartprasert & Pokpong Jitdee (Missing Oreo)
Music Composer: Li-Anne Kong (Craving Calling)
