Cookie or Creme? - OREO Asks Fans to Choose Their Favorite

EAST HANOVER, N.J., Feb. 3, 2013 /PRNewswire/ -- Following a global celebration of its 100^th Birthday, OREO, the World's Favorite Cookie, launched its latest marketing campaign "Cookie vs. Creme,"  during America's biggest football game. The premiere of OREO "Whisper Fight," which is the brand's first time advertising during the Big Game, kicks off a two-month program that focuses on the long-standing disagreement dividing OREO fans — which part of an OREO is the best, the cookie or the creme?

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"Coming off our incredible 100^th birthday celebration, we are thrilled to be showcasing the iconic OREO brand on this national stage," said Lisa Mann, Vice President, Cookies, Mondelez International. "We knew we wanted to kick off the next 100 years for OREO in a big way, and what better way than by bringing the long-standing disagreement of cookie versus creme to one of America's biggest television events."

The 30-second TV spot depicts a passionate disagreement of "Cookie vs. Creme" by two men seated in a quiet library. The conversation escalates into a heated scuffle, culminating in pandemonium. In addition to "Whisper Fight," a second spot is slated to air starting March 11 on major U.S. cable networks. Both spots were created by Portland-based ad agency, Wieden + Kennedy. 

Throughout the campaign, OREO will continue to engage consumers in the Cookie vs. Creme disagreement through a number of digital activations, beginning with "#cookiethis/#cremethis" during the Big Game. OREO is asking its fans to check out the new OREO Instagram profile and hashtag a photo they love with #cookiethis or #cremethis. Over the course of a three-day period, OREO will select a number of photo submissions and work with a team of artists to create sculptures using the fan's favorite part of an OREO, the cookie or the creme. The sculpture creations will be photographed and uploaded to Instagram for fans to see and share.

The campaign will be supported by owned media, digital and mobile ads, search, public relations and in-store point of sale. Starting Monday, February 4^th, consumers can also get involved in the "Cookie vs. Creme" conversation at select retailers across the country through a number of promotions, including texting cookie or creme to 63065 for a chance to win $100,000.

For more information on OREO and the new "Cookie vs. Creme" campaign, please visit www.OREO.com.

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages.  The company comprises the global snacking and food brands of the former Kraft Foods Inc. following the spin-off of its North American grocery operations in Oct. 2012.  Mondelez International's portfolio includes several billion-dollar brands such as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gums. Mondelez International has annual revenue of approximately $36 billion and operations in more than 80 countries.  Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.

About OREO

OREO is the world's favorite cookie, enjoyed by families and friends in more than 100 countries around the world. As one of Kraft Foods' 12 "billion-dollar" brands, OREO is the best-selling biscuit of the 21st century with more than $2 billion in global annual revenues.  The OREO cookie twist, lick and dunk ritual has become the signature way to enjoy this iconic cookie for many different cultures around the world. OREO has a Facebook community of more than 25 million OREO lovers around the globe, representing 200+ countries and dozens of different languages. OREO ranks among the top five brand Facebook pages in the world.  OREO celebrated its 100th birthday on March 6, 2012. Visit www.OREO.com.

Contacts:
Kimberly Fontes
Mondelez International
[email protected]
847-943-5678

Alan Keane
Weber Shandwick
[email protected]
212-445-8410

SOURCE OREO