Over the last decade, the crunchy cookie has found its sweet spot in the lives of consumers through its distinct playful moments. This latest innovation further reinstates the brand’s promise to strengthen its play in the premium biscuits’ category, while deepening the consumer love it enjoys. The launch also marks an iconic moment in the brand’s history -for the first time, in a decade in India, the timeless black Oreo cookie turns red. The campaign conceptualised by the creative agency Leo Burnett, is a characteristic reference to the “Upside Down” world, an alternate dimension and home to many creatures (including the Demogorgon) in the globally loved Netflix series, Stranger Things.
Fans got their first hint of this fun collaboration when Oreo responded to Netflix’s social posts titled, #ThingsAreGettingStrange, with an intriguing digital film signalling #ThingsAreGettingStranger. On a seemingly normal day at Oreo’s factory, we see a rift (portal to the upside-down) open up in the middle of the premises, sucking in stacked boxes of the classic black Oreos. As the camera keeps rolling, the rift throws out Oreos which are now red instead of their original colour. With its found-footage format, the film fuses both the brands’ elements in an interesting manner to blend fiction with known reality. The campaign with its never seen before storytelling, exciting conversations is already gaining massive traction across platforms amongst fans.