Oreo Delight Thin Creates an Imaginary World for China’s Urban Fashionistas
Shanghai, January 13, 2015 – Continuing from the successful launch of Oreo Delight Thin in July last year, Mondelez has launched the second wave of a TVC-led integrated campaign created by FCB Shanghai. The creative falls under the new Oreo brand platform “Wonderfilled,” using animation to explore an imaginary world of fashion and encourage adults to see the world from a different perspective.
The objective of the campaign is to drive awareness and penetration of Oreo Delight Thin, targeting a new consumer group: urban females who are socially savvy and have strong fashion sense. The sleeker snack alludes to contemporary “slimline” design trends, like smartphones and clutch bags, making it more than a mere cookie and answering the fashionista’s desire for a lighter way to enjoy Oreo.
“In this spot, we are showcasing the product as hero in a fashion related setting to echo to our first Oreo Delight Thin TVC. The cookie becomes almost like a supermodel that is irresistible to everyone. It has been a delight to work on this project,” Andy Chan, Executive Creative Director of FCB Shanghai commented.