Oreo is seeking to "bring to life" its new flavours via a multi-channel £3.4m campaign that includes a 'Oreo Flavour Mobile' on London’s Southbank.
The Mondelez-owned snackmaker is marking the launch of its new mint and limited edition strawberry cheesecake biscuits with a TV spot and a seven week experiential mobile tour, which will be combined with PR and digital activity.
Created by FCB Inferno, the colourful 20-second hero animation features an updated version of the brand's 'Wonderfilled' anthem, which is has used in previous campaigns.
The experiential element of the push was created by Hey Human, and will see the Flavour Mobile travel to seven cities and three festivals this autumn. The tour looks like extend Oreo's ethos of making the ordinary extraordinary and will dish out Oreo recipes along with samples of the new flavours.
Passers-by can also try out the Flavour Mobile’s 'Recipe Randomiser' which dispenses treats on demand.
This isn't the first time Oreo has turned to experiential marketing to help bolster sales in the past 12 months. Earlier this year it jumped on the virtual reality bandwagon to take viewers on a tour of its ‘Wonder Vault,’ the magical place where its cookie flavors are dreamed up.
With a little help from former The Only Way Is Essex star Joey Essex, who was behind the wheel of the Flavour Mobile launch, the brand's latest drive will be supported by PR and influencer activity conducted by Hill + Knowlton Strategies and digital content created by Gravity Road. All media buying has been conducted by Carat London.
"We’re really excited to bring to life the world of Oreo flavours for our consumers this autumn," said Helen Potter, senior brand manager at Oreo.
"From our new TV campaign which playful showcases our full Oreo flavours range, through to the new Oreo Flavour Mobile, which will give consumers the chance to experience our delicious flavours for themselves, we hope everyone will be able to enjoy a taste of our wonderfilled flavours world this autumn.”