FDBusiness.com

Mondelēz International’s the OREO brand, the world’s number one cookie, has launched its new, globally integrated marketing campaign ‘Open Up with OREO’. The campaign conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. As the latest installment of the brand’s ongoing ‘Wonderfilled’ platform, Open Up with OREO will launch in more than 50 countries during the first half of 2016.

The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others. Open Up with OREO campaign leverages both the brand’s expansive global footprint and its ability to break through the adult exterior.The objective? Inspire fans worldwide to be more open to those around them and, as a result, make new connections. The campaign creative is grounded in the universal practice of twisting open an OREO cookie. This playful gesture is a catalyst for breaking down barriers and creating unexpected connections.

“We’re excited about our new Open Up with OREO campaign as it conveys an optimistic and hopeful message that we think will resonate with all our fans,” says Jennifer Hull, Brand Director Global OREO at Mondelēz International. “As a brand that inspires openness and curiosity every day, OREO believes that, if we begin to open ourselves up, we’ll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from.”

The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.