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.
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.
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”.
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.