Expanding its trajectory, Mondelez International’s biscuit brand Oreo is launching ‘Oreo Cadbury Dipped’ to premiumize the biscuit category further with the Oreo cookies coated in deliciously smooth chocolaty Cadbury.
With the launch of Oreo Cadbury Dipped, Mondelez International is taking forward the special ritual of ‘Twist, Lick, Dunk.’ This is in line with its global vision of ‘Snacking Made Right’, where Mondelez International promises to offer its consumers the right snack, for the right moment, made the right way.
The launch opens up a new segment for Mondelez India, after entering the Creams segment with Oreo and Cookies segment with Bournvita Biscuits.
Sudhanshu Nagpal, Head, Biscuits Category, Mondelez India, said, “The launch of Oreo Cadbury Dipped stems from our constant endeavour to expand the brand’s narrative and consumption occasions. As Oreo has always stood for bringing people together, we bring to them a winning combination of the yummy crème-filled chocolaty cookie layered with the iconic taste of chocolaty Cadbury. We believe that Oreo Cadbury Dipped will further strengthen our position in the fast emerging choco-bakery segment, which is truly a cross pollination of our iconic Chocolate and Biscuit category, delivering a delightful and unique experience for the consumer. After Oreo and Bournvita Biscuits, the launch of Oreo Cadbury Dipped will certainly open up interesting avenues in the snacking domain.”
The launch of Oreo Cadbury Dipped will be supported by a 360-degree communication campaign, designed to demonstrate the multi-textural eat experience, combining the Oreo cookies with smooth Cadbury. The campaign will include a new TVC, outdoor and digital campaigns and strong in-store visibility. The TVC created by FCB Interface for Oreo Cadbury Dipped, dramatises the moment when consumers experience the Oreo Cadbury Dipped and are left with one delicious question in their heads, ‘Is it chocolatey or crunchy?’
Joemon Thaliath, CEO, FCB Interface, said, “We have taken forward the brand’s globally popular ‘Oreo People’ format for this launch. It’s a catchy and fun way to bring alive this crunchy-chocolatey dilemma.”
Robby Mathew, Chief Creative Officer, FCB Interface, said, “The product story is strikingly brought to life with appetising visuals and a peppy song. Surjo Deb, the director, has done a great job keeping alive Oreo’s playfulness.”
Client: Mondelez International
Agency: FCB Interface
Chief Creative Officer: Robby Mathew
Chief Executive Officer: Joemon Thaliath
Account Management: Ruchita Purohit, Arun BK, Krita Gudhka, Tanvi Shah, Kalaivanan Kandaswamy, Hardik Bansal
Creative Team: Sricharan C, Ashutosh Joshi, Vignesh Iyer, Adith Francis Mili Fernandes, Ketan Kadam, Durgesh Satish Amble, Shireesh Bhavsar, Imaan Surve
Agency Producers: Alpa Jobalia, Ashish Barot
Production House: UBIK Films
Director: Surjo Deb