Oreo wants this year's Songkran celebrations to continue at home
You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, Mondelez’s Oreo Songkran creative for the Thai festival catches our eye.
Songkran, one of the biggest traditional festivals of Thailand, is celebrated every year on 13th April as the Thai New Year. It is celebrated as a longer holiday period that extends from three to five days. Since the festival falls at the hottest time of the year, people typically welcome it by playing and splashing water on each other.
This year due to the ongoing pandemic, and the ensuing social distancing rules, the celebrations are likely to be much muted with families having to restrict the water splashing fun ritual in public places or in a community. In fact, last year, the Department of Health, Govt of Thailand had run the "Save Parents" campaign which actually asked children to avoid visiting their parents and elderly family members during the Songkran Festival to protect the highly vulnerable from Covid-19.
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Oreo Songkran campaign
Songkran is also the time in the Thai calendar when many brands get super-creative and launch marketing campaigns to be a part of the celebratory vibe all around the country. Oreo, the cookie brand owned by Mondelez has launched its Oreo Songkran campaign to coincide with the Thai event. The campaign continues with the brand platform of encouraging the adults to stay playful and also strengthening its equity of ‘twist, lick & dunk’.
The campaign, conceptualised by the brand’s creative partner Publicis Groupe Indonesia, shows a happy family of a young couple and their small kid going about their day playfully inside their home and getting ready for a mock-attack: the mom and the kid joining hands to keep the water gun ready while the dad keeps the glass of milk ready with the Oreo to be dunked in it. All there come in face to face and the moment becomes one of joy and laughter and water splashed over the father, while the kid finishes the glass of milk with the cookie.
The campaign encourages families to celebrate the ritual in their home so that the spirit of the festival continues. Even while Covid-19 has changed much in our lives but the small joys in life can still be found and celebrated.