OREO Launches ‘Trust The Twist’ Brand Platform in Australia: A Playful Approach to Daily Decisions
OREO, renowned for its distinctive American black and white cookies, has introduced its latest brand platform, ‘Trust The Twist,’ into the Australian market. Developed by creative agency LePub Amsterdam, the campaign aims to infuse playfulness into everyday routines by embracing the beloved OREO twisting ritual.
Initially launched in Spain, Portugal, Poland, Lithuania, Estonia, Bulgaria, Romania, EAM, and Greece in 2023, the campaign is now expanding across Europe and Australia with a broader rollout strategy.
Inspired by a 2022 study conducted by MIT engineers, which followed in the footsteps of a 2016 study by Princeton University, the campaign explores the phenomenon of twisting OREO cookies and the unpredictable outcome of the creme separation. This research led to the creation of a European brand platform called ‘Trust The Twist,’ positioning OREO as a whimsical tool akin to a coin flip for making decisions.
In today’s fast-paced world, where quick and serious decision-making is often the norm, ‘Trust The Twist’ offers a lighthearted alternative. By incorporating the playful nature of twisting an OREO cookie into everyday decisions, the campaign encourages consumers to embrace spontaneity and joy in their daily lives.
Perrine Pierrard-Willaey, Mondelez Director of Marketing Sweet Bakery Europe, expresses excitement about presenting the new brand platform, emphasizing its alignment with OREO’s playful ethos. The campaign aims to inspire consumers to adopt a more light-hearted approach to life, resonating particularly in the current climate.
Drawing inspiration from OREO’s purpose, heritage, and cheerful personality, the ‘Trust The Twist’ platform is reflected across multiple media channels. Miloš Obradović, Chief Creative Officer at LePub Amsterdam, highlights the campaign’s focus on the twisting ritual as a powerful tool for building on OREO’s heritage and showcasing the brand’s playful spirit.
The rollout includes TV films, digital and social media campaigns, and local activations throughout the EMEA and CEE regions, ensuring widespread engagement with the ‘Trust The Twist’ platform.
