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context

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Oreo is a lovebrand. But in 2019, its leadership was threatened by the rise of new, very strong competitors. We needed to fight back, strengthening the relationship with our consumers and driving sales.

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Make the brand stand out from the competition and uphold its top of mind position, with an impactful and newsworthy operation that generates buzz and a WOW effect.

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ambition

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idea

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We brought together the most iconic cookie and the most iconic fashion influencer, Chiara Ferragni. Two pop icon, able to engage everyone and bring playfulness into the world. Together, they launch a message: “Free your Oreo style”.

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We started by creating, with Chiara and her team, a limited edition pack for Oreo Double, and a capsule collection to be found in her flagship store and website. Then we launched a contest opening fire on all media: TV, social and out of home: buying 2 packs, users could try to win an item from the exclusive collection.

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execution

15 M reach
+123 M impressions
3 M total views
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