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Challenges
Oreo wanted to reinforce one of advertising's most recognizable brand rituals by reaching consumers while they were immersed in sit-back entertainment. Rather than interrupting the viewing experience, the goal was to surround audiences with familiar, playful messaging in moments that already encourage relaxation, enjoyment, and shared experiences.
Methodology & Strategy
Entertainment has always been closely tied to snacking behavior. GumGum helped Oreo align its creative with those moments by placing the campaign alongside premium streaming content that reflected the audience's entertainment mindset.
With the iconic ritual shown in the creative as the centerpiece, the campaign reinforced Oreo's playful personality while reaching viewers during moments when snacking naturally fits into the experience.
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Results
Oreo focused on showing up during the entertainment experiences that naturally complement its playful brand personality. By aligning the iconic Twist, Lick, Dunk creative with premium streaming environments, the campaign connected with key audiences in moments built around relaxation, enjoyment, and everyday indulgence.
The campaign found its strongest alignment alongside factual programming, drama, documentaries, television, and action and adventure content, demonstrating that premium entertainment environments can reinforce the occasions where Oreo already belongs. By appearing across leading streaming platforms including My5, discovery+, and Paramount+, the brand maintained a consistent presence throughout viewers' entertainment journeys.
Rather than interrupting the viewing experience, Oreo became part of it, reinforcing one of the world's most recognizable brand rituals in moments where snacks and streaming naturally come together.
