Oreo hopes that ‘Wonderfilled’ will change perspectives by adding an element of fun to consumers' lives, and inspire people by unleashing their imagination and playfulness. The ‘Wonderfilled’ concept is simple and is about how something as small as an Oreo cookie can bring about a positive change in perspective.
Oreo launched the campaign in South Africa, with three executions of the television commercials, which are supported by an integrated digital and social media campaign.
The television commercials contain creative animation and visuals, that express playfulness through the lens of Oreo, with each one created around the idea of “I wonder if I gave an Oreo to …”, which aims to imagine how sharing an Oreo could transform the everyday. They are all set to catchy tracks, showing how historically morbid figures, the Big Bad Wolf, a blood-sucking vampire and a shark, take a turn for the better, with the help of the creme-centered cookie, Oreo.
“The ‘Wonderfilled’ campaign reminds grown-ups how something small, like an Oreo, combined with a little imagination can brighten up their day and allow them to see things through a different light,” says Grant Van Niekerk, category director: biscuits, groceries and beverages at Mondelez SA. “We want people to not be afraid to see the world through the eyes of a child, and let their minds wonder without limits by being ‘Wonderfilled’.”
Watch the new Oreo ‘Wonderfilled’ adverts here:
Oreo Great White Shark,
Oreo Big Bad Wolf and
Oreo Dracula.