Agency: Kraft Foods
Client: In-House
If there’s one brand that has always been about fun, it’s Oreo, so the invention of the fictitious “Double Stuf Racing League” concept, in which pro athletes participated in the pretend sport of “lick” racing, is a perfect tie-in to this brand. Also, the campaign easily differentiates “Double Stuf” from “original” — one of the campaign’s goals — by emphasizing that there is more to lick.
Kraft seamlessly integrated print, PR, television, radio and online to create a holistic approach. Teasers featuring high-profile athlete siblings Eli and Peyton Manning (all-American quarterbacks) and tennis champions Venus and Serena Williams played off the idea of regular and double stuf as siblings. The celebrities gave the program heavy exposure and generated excitement leading up to the big event. The final “licking showdown” between the Mannings and Williams was entertaining and in keeping with the fun theme. The double-digit and near-double-digit sales increases (between 8.5% and 10.8%) that the campaign generated shows that customers fully embraced themselves in the fun as well as the brand.
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