Question

Dear Tutor,

Can you please help me research this advertising campaign?

The Oreo Wonderfilled campaign

What were the advertising:

a) objectives

b) specific strategies

c) messages including advertising appeals

d) media selection including digital initiatives

Was this campaign sucessful? why or why not?

Please help provide defailed thorough and clear typed responses?

Answer 1

(a): The primary objective of The Oreo Wonderfilled campaign was to enable grown-ups and adults celebrate the child inside them and showcase and highlight how Oreo can radically change and transform everyday events and occasions in the lives of an average adult into fun-filled moments. In other words the objective of the campaign was to show adults that even they were capable of creating a sense of wonder in this world.

(b): The specific strategies included creation of a series of advertisements that depicted animated characters sharing Oreos and then turning outcomes, which were previously negatives, into positive outcomes. The specific strategy was to connect with adults in a meaningful and systematic manner and make adults realize the different ways in which Oreo is capable of brightening their perspective.

(c): The messages of the Wonderfilled campaign was that an Oreo can make a meaningful difference to one’s life and can change an individual’s outlook for the better and that too on a sustainable basis. Everything on this earth has an inherent goodness about them and even bad people can be transformed. The advertising appeal was very strong and was accentuated by the use of appealing music and appropriate lyrics that highlighted the primary message of the campaign.

(d): Media for the campaign included television (TV ads), print media (in newspapers and magazines), webpages and digital media (Facebook, Instagram, Soundcloud), and BTL events (New York kick out).

Yes, the campaign was successful. In fact it was one of the most successful campaigns of Oreo and enabled Oreo to shed its functional image and associate the consumption of Oreo with childhood delight.