Indonesia – Oreo’s new campaign with Leo Indonesia highlights the sensory appeal of its iconic cookie, emphasising its irresistible pull through the “twist, lick, and dunk” ritual.
With the tagline ‘Dunk Your Craving,’ Oreo’s latest campaign aims to broaden its appeal beyond families and tap into the universal experience of cravings.
The campaign includes two films directed by Diego N Irigoyen, produced with Stink Films and Prodigious. ‘Cravings Calling’ aims to extend Oreo’s appeal to teens, while ‘Missing Oreos’ captures a light-hearted family moment centered on the cookie’s allure.
Jonathan McCarthy, vice president of marketing for SEA at Mondelez International, explained, “Oreo is an iconic brand, but in Southeast Asia we have built our equity as a brand for families with kids. We see immense potential in expanding our audience base and needed to revitalise the brand’s imagery to feel desirable not only to families but also to young adults.”
The campaign is supported by outdoor and social media assets designed to reach a wider audience. It will roll out across five countries in Southeast Asia.
“While the cookie has always been at the heart of everything we do, we’ve created an outdoor campaign that truly heroes the ‘twist, lick, dunk’ ritual and puts Oreo at the forefront, reminding audiences that cravings can strike anytime, anywhere. It’s a small yet purposeful visual shift that strengthens the brand’s narrative around taste,” said Ravi Shanker, chief creative officer at Leo Indonesia.
Lucas Levy, senior director of marketing for Southeast Asia at Mondelez International, added, “Oreo is an icon of taste, and ‘twist, lick and dunk’ is a popular ritual around the world. Once you crave an Oreo, who can stop thinking about it? When you buy some, who can resist eating a few on your way home? These fun and real observations inspired us to develop this campaign. And as we always say, don’t forget the best part: twist, lick and dunk!
