Oreo is a well-established global brand with a legacy of over 100 years. In a highly competitive biscuits market, Oreo's objective was to reinstate the brand's promise to strengthen its play by inspiring playful moments and bring people together. This translating into business task of driving sales uplift of 6% vs. previous quarter and boosting penetration by 0.5pp.
One of the largest events where families in India come together, apart from festivals is Cricket specifically IPL or World cup. Cricket is a popular passion point among Oreo's target audience, families with children, as they tend to watch the sport together.
With many brands from around the world partnering with teams and players, the task was to make Oreo stand out without incurring high sponsorship costs.
We have seen the increase in Social chatter during cricketing tournament, particularly during big events like the World Cup. While fans are glued to their screens for live action, social media is where they come together to share and connect with the rush of the game.

While we couldn't invest in Paid Media, our Strategy was to hijack conversations happening online. Deploying marketing tactics to build high engagement among fans, inspire positive sentiment and consumer interactions around World Cup.
Once the connection between Oreo Launch and World Cup was made, people would automatically attribute any India win to Oreo being relaunched.
We leveraged the huge fandom of our former captain of the Indian Cricket Team MS Dhoni, who also happens to be Oreo's brand ambassador.
The intent here was to encourage the audience to join MS Dhoni pledge to ‘Bring Back 2011’ and secure another win for India.