Oreo Encourages People to Change Their Perspective through its New “Wonderfilled” Campaign

The new Oreo campaign will be launched across the region

Dubai, United Arab Emirates – September 17, 2015: Oreo – the world’s number 1 biscuit , is launching its new campaign in the region after more than a decade of successfully running the moments campaign globally. Oreo’s ‘Wonderfilled’ campaign hopes to change perspectives by adding an element of fun to consumers’ lives. The ‘Wonderfilled’ brand hopes to inspire people across the GCC region by unleashing their imagination and playfulness.

Milk’s favorite cookie is asking people questions to help stir their imagination, such as: Have you ever wondered what might happen if you gave an Oreo to a monster; will he still be evil? Or will he be inspired to change his ways? The new creative campaign is intended to bring to life the child within people and let their creativity run wild. The purpose is to build positive outcomes from the simplicity of ‘sharing a cookie’.

“The ‘Wonderfilled’ campaign reminds grownups how something small, like an Oreo, combined with a little imagination can brighten up their day and allow them to see things through a different light,” said Mohammed Anwar Zaman, Director of Biscuits Brands – EEMEA at Mondelez International. “We want people to not be afraid to see the world through the innocent eyes of a child and let their minds wonder without limits by being ‘Wonderfilled’.”

Oreo is enjoyed by families and friends all around the globe. The brand has depended on the traditional twist, lick and dunk moments which are shared between a father and his daughter or a grandfather and his son. The brand is transforming into something more. As children, we had the curiosity to understand the universe and how it all worked. When we grow older, we have a tendency to overlook the little things which can lighten up our days, even if it’s enjoying a cookie.

Oreo’s whole-hearted anthem sets a catchy jingle. The ‘Wonderfilled’ campaign includes creative hand-off animations and visuals that express playfulness through the lens of Oreo. They have been circulated all over social media to allow people to “wonder.” They capture a hero cartoon character, sharing an Oreo with the villain to change a perspective on an old story.  Another scenario includes an animal sharing the cookie with its predator. Fans will be able to imagine their own story in a certain situation and update it on social media.

Oreo is one of the brands of Mondelez International, a world leader in biscuits, chocolate, gum, candy, coffee and powdered beverages. With more than $2 billion in worldwide yearly revenues, it is considered one of the most well-known brands in the region with a large fan-base in the GCC on Facebook.