Advertising Influencer Marketing

Oreo jumps on trend for eyebrow art in ‘Some People’ll Do Anything For An Oreo’ drive


By John McCarthy, Opinion Editor

September 14, 2018 | 3 min read

Mondelez cookie brand Oreo has released a series of influencer-led films proving that ‘Some People’ll Do Anything For An Oreo’. The campaign will halo around a spot with the Slo Mo Guys and creative urging people to Oreo their brows.


OreoBrow's are the sweet new look of 2018

The campaign is touching down on many interests and influencers by challenging each of them to push their boundaries. It is the OreoBrows activation that could cut throw and inspire the public to follow suit, however.

The brand has produced digital content featuring people modelling ‘Oreobrows’ – eyebrows shaped like the three-layered cookie – in homage to the eyebrow obsession currently dominating the beauty industry.

Elsewhere in the campaign, YouTubers the Slow Mo Guys created a Rube Goldberg-style machine where Daniel Gruchy ran at full speed on a treadmill above a pool of milk. He went through a harrowing, slow-motion pratfall all for the promise of an Oreo.

The nine-minute cut was shared with the Slow Mo Guy’s 11m subscribers, accumulating more than 1bn views. Shorter cuts will be circulated on social and digital by Oreo and The LadBible.

Creative agency Elvis helped deliver the campaign – its first effort for the brand since signing on in March 2018. It was tasked with showing the lengths people will go to for an Oreo.

Carat UK handled the media buying. The media shop recently successfully repitched for the account, although it conceded Mondelez accounts globally.

Katie Dade, senior brand manager of sweet biscuits at Mondelēz, said: “We’re excited to launch this new campaign, which brings to life the deliciously irresistible taste of Oreo in a surprising and entertaining way. ‘Some People’ll Do Anything For An Oreo’ is the latest chapter in the story of continued growth for the world’s number one cookie.”

James Hudson, associate creative director, Elvis, added: “We’re proud to have partnered with Oreo to create an unexpected and unforgettable campaign which should cut through the social noise and inspire people to try Oreo. We’re also thrilled to be leveraging the creative talents of The Slow Mo Guys, in a fun and authentic way which should hopefully resonate with their huge audience.”

The campaign ties into the global ‘Oreo people’ push.

Mondelez netted $26bn in 2017. It is present in 160 countries and is known for Oreo, Belvita biscuits, Cadbury Dairy Milk, Milka chocolate and Trident gum.

Vote for the work below in The Drum’s Creative Works.

Mondelēz: advert-body-2 by Elvis

By Mondelēz

Overall Rating 4/5

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Oreo is a commercial brand of cookie usually consisting of two chocolate wafers with a sweet creme filling in between, and are marketed as "Chocolate Sandwich Cookies"...

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