Oreo, a beloved cookie brand both globally and in India, has launched a fresh and innovative campaign promoting its brand philosophy, ‘Stay Playful.’
The campaign highlights how everyday chats between parents and kids can sometimes escalate into arguments and offers a playful solution: “Gibberish – Your reason to #StayPlayful!”. Oreo has always embodied a spirit of playfulness and joy. This new campaign, developed by Leo Burnett, reinforces this by showing how simple, playful interactions can ease tensions in family conversations.
The campaign features a delightful ad showcasing a father and daughter in a typical disagreement. Just as the tension rises, the father introduces a playful twist with Oreo’s classic “twist-lick-dunk” routine, turning the argument into a moment of laughter and connection.
In India, Oreo has become a family favorite, reflecting modern parenting styles where parents and children engage in more open, friendly conversations. Despite the occasional disagreements, Oreo’s campaign demonstrates that a playful approach can turn these moments into fun and bonding experiences..
Nitin Saini, Vice President of Marketing at Mondelez India, expressed, “Since its launch, OREO has always tried to build stronger connections in families through its ‘Stay Playful’ purpose. We have always believed that a playful spirit can make all the difference and this campaign perfectly embodies that spirit. By highlighting how a simple OREO twist-lick-dunk can help in avoiding everyday conversations from turning into arguments. We hope to inspire parents to embrace playfulness in their interactions with their children, strengthening the special bond between the parent and the child.”
Rajdeepak Das, Chief Creative Officer – Publicis Groupe, South Asia & Chairman – Leo Burnett, South Asia, added, “Oreo’s always been about bringing families together with play and lighthearted fun. Our campaign shows parents that even when things get tough, a little playfulness can go a long way. So the next time you and your kid are locked in a battle of wills, grab an Oreo, forget the words, and start speaking gibberish!”
The campaign’s film beautifully captures a common familial scenario – a disagreement between a father and daughter. At the peak of their argument, the father cleverly diffuses the situation with an Oreo twist, transforming the tension into shared laughter and joy. This simple act highlights the power of playfulness in fostering understanding and connection within families.
Oreo’s ‘Gibberish’ campaign perfectly encapsulates the brand’s ‘Stay Playful’ philosophy by showing that a little fun and creativity can turn potential conflicts into moments of joy and connection. By encouraging parents to adopt a playful attitude, Oreo continues to strengthen the special bond between parents and children, making everyday moments memorable.
