Oreo celebrated its 100th birthday in 2012, and wanted to create their image into something more modern. This lead to the creation of the Daily Twist campaign. This campaign was very effective, and some people believe that it’s a new standard for the future marketing in this age.
Daily Twist plays off Oreo’s “twist, lick and dunk” slogan. The Daily Twist creates an eye catching ad for each day that represents current events, pop culture news, milestones, etc. These ads are images of an Oreo cookie that has doctored in order for it to represent the topic picked for the day.
One of Oreo’s goals with this campaign was to help people from around the globe enjoy their inner child. Cindy Chen, who’s the director of Oreo’s marketing at Kraft Foods told Ad Age that Daily Twist was meant to filter the environment around everyone by utilized the “playful imagination of Oreo.” Oreo also succeeded in showing the world its relevance by utilizing real time happenings.
On 25th June 2012 the Daily Twist started, and immediately went with a bold move. The first cookie created was stuffed with rainbow filling in order to celebrate Gay Pride Month. There was also a Mars Rover Oreo, Shark Week Oreo, and a tribute Shin-Shin’s newborn cub. By the end a handful of 100 versions were rolled out once a day until 2nd October.
Don’t mistake “Daily Twist” as a print campaign, because while it does use simple, striking images it is not considered a print campaign. Chen told Ad Age that it was a social and digital campaign to involve the fan base. Daily Twist had a dedicated website, became a sensation on Pinterest, Facebook, and Tumblr. The daily content chosen by the Daily Twist was meant to instigate conversation and sharing. “Consumption of media has shifted quite a bit too digital, social and mobile. To be on pace with that is really important for the brand to continue to grow; that’s why the Daily Twist program was born,” Chen emphasized to Ad Age.
Content that was created during this campaign was acknowledged very positively. The campaign created 231 MM impressions, its Facebook page had 433 million views and had a +280% increase in shares. The Daily Twist also had +2,600 media stories about the innovations of Oreo’s brand. 360i said, “By the end of the 100 days, Oreo became a living, breathing part of culture, and people looked at the brand in a completely new way.”
The Daily Twist’s success has been widely recognized across the industry. It has received 3 Clio, 4 Cannes Lions, 1 Facebook Studio, 1 Webby award, and 3 Effie (for more information on the Daily Twist’s rewards click: here). It’s not hard to imagine why some of the industry’s key players believe this campaign has set a new standard for marketing in the digital age.
What do you think that real time advertising? Do you think that real time advertising will become a prominent type of advertising?
– Aven Helgerson