Mondelez · 2018
THE GAP
In trying to fit into family moments, Oreo lost something essential.
Its global cultural ritual — twist, lick, dunk — had faded into the background.
The brand was becoming safe.
And safe was starting to look like for kids.
THE INSIGHT
Oreo isn’t just a cookie.
It’s a ritual.
A playful, shared moment that invites creativity, games, and self-expression.
When the ritual disappears,
the brand loses its edge.
THE MOVE
Bring the ritual back to the center.
Not as nostalgia — but as culture.
THE IDEA
Reclaim twist, lick, dunk as Oreo’s cultural signature.
A youth icon became the face of the movement,
reintroducing the ritual through playful, modern executions.
New, fun ways to perform the ritual made it feel current again — not childish.
Oreo wasn’t repositioned.
It was remembered.
THE OUTCOME
Oreo regained its cultural relevance.
• Youth appeal was restored
• The brand stood apart from generic cookie competitors
• Oreo reclaimed its status as a playful, iconic ritual — not just a kids’ snack
Not by changing who Oreo was.
By returning to what made it iconic.
‘The Cultural Touchstone’ Campaign
Mondelez · 2018
THE GAP
In trying to fit into family moments, Oreo lost something essential.
Its global cultural ritual — twist, lick, dunk — had faded into the background.
The brand was becoming safe.
And safe was starting to look like for kids.
THE INSIGHT
Oreo isn’t just a cookie.
It’s a ritual.
A playful, shared moment that invites creativity, games, and self-expression.
When the ritual disappears,
the brand loses its edge.
THE MOVE
Bring the ritual back to the center.
Not as nostalgia — but as culture.
THE IDEA
Reclaim twist, lick, dunk as Oreo’s cultural signature.
A youth icon became the face of the movement,
reintroducing the ritual through playful, modern executions.
New, fun ways to perform the ritual made it feel current again — not childish.
Oreo wasn’t repositioned.
It was remembered.
THE OUTCOME
Oreo regained its cultural relevance.
• Youth appeal was restored
• The brand stood apart from generic cookie competitors
• Oreo reclaimed its status as a playful, iconic ritual — not just a kids’ snack
Not by changing who Oreo was.
By returning to what made it iconic.
