The world’s favorite cookie, OREO, is turning 110 years old in 2022, and the brand is kicking off the party with a limited-edition flavor, OREO Birthday Cookie. With lashings of vanilla and crème filled with sprinkles, it will be sold across Southeast Asia from May to September 2022.
To get the party started, the brand launched a playful Augmented Reality (AR) Facebook filter that invites people to blow out 110 candles from an OREO Birthday Cookie.
“OREO has been sparking joy for 110 years, bringing playful experiences to families around the world. And, what’s a birthday without cake? We’re inviting OREO fans across Southeast Asia to join the celebrations. We’re delighted to debut a festive new flavor, supported with an unique AR experience that’s inspired by the universal act of blowing out candles – a tradition that transcends cultures and generations. We hope fans take a moment to blow out the 110 candles, make a wish for the year ahead, and enjoy our most playful celebration yet,” said Nikhil Rao, Senior Marketing Director for Mondelez Southeast Asia.
“Birthdays are special and more so when it is your 110th. We are excited to celebrate Oreo’s 110th birthday by offering consumers two unique experiences – a limited edition cookie with sprinkles and an AR experience that will truly make consumers a part of the celebration,” Vikram Chandratrey, Marketing head OREO for Mondelez Southeast Asia.
The celebrations continue with a TV commercial, which will be launched across six Southeast Asian markets - Vietnam, Thailand, the Philippines, Malaysia, Singapore, and Indonesia. Directed by Agustín Carbonere of Landia Productions, Argentina, this TVC communicates OREO’s 110th birthday celebration. It shows a father blowing out virtual candles in an AR Filter, inviting people to celebrate together, as well as showing the limited edition of OREO Birthday Cake flavor of cream filled with yummy colorful sprinkles.
The Southeast Asia wide campaign will also grant birthday ‘gifts’ to lucky OREO fans. 110 lucky winners who get to blow out all 110 candles within 15 seconds using OREO’s AR filter on Facebook will have the chance to win up to 1000 worth of OREO products and more! Stay tuned on OREO’s Facebook page to learn more: facebook.com/OreoPhilippines
What better way to introduce this challenge to family and friends than through the eyes of proud parents? With celebrity parents, Iya Villania and Drew Arellano. We were mostly introduced to Oreo through our moms, which is why we also have a number of key opinion leader moms who will participate in sharing this challenge, including Ciara Magallanes, and Gracie Maulion. To further help make Oreo’s 110th birthday fun and visible, we also have celebrities and content creators joining the beloved brand's birthday celebration: Sofia Pablo, Gwy Saludes, and Clyden San Pedro to join in on the challenge.
The limited-edition OREO Birthday Cookie is the first OREO flavor to feature rainbow sprinkles and a birthday cake flavored cream sandwiched between two delicious cocoa cookies. The cookie will be sold in the Philippines from May 1 until December 31, 2022.
About Mondelez International (Southeast Asia)
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world, with a strong presence in Southeast Asia. With 2021 net revenues of approximately $29 billion, Mondelēz International is a member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index.
Mondelēz International is leading the future of snacking in Southeast Asia with iconic global and local brands such as OREO cookies, Cadbury Dairy Milk chocolate, Tang powdered beverage, Halls gum and candy, Kinh Do mooncakes, Eden cheese, Cosy biscuits and many more. We’ve been part of Southeast Asia for more than 70 years, with operations in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Our +7,000 colleagues work across ten manufacturing locations, two research and development technical centers and a sales and marketing network to create products that people can truly love and feel good about. From wholesome to indulgent bites, consumers can enjoy the right snack, for the right moment, made the right way.
This is a press release distributed by Castro Communications