‘Trust the Twist’ When You Need to Decide Says Oreo in New Brand Campaign

Should we ditch the coin toss for the twist? It certainly would taste better.

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OREO has introduced its new European brand platform, “Trust The Twist”, with the aim to bring playfulness into everyday habits and daily routines by leveraging the brand’s well-known ritual of twisting.

This campaign was inspired by a 2022 study conducted by MIT engineers, which followed in the footsteps of a 2016 study by Princeton University with researchers hoping to understand why, after twisting an OREO cookie, the creme always sticks to one side and rarely separates equally.

Even after creating a special device called an “OREOmeter”, the researchers didn’t still get a definitive answer. However, this research did lead LePub Amsterdam to create a European brand platform called “Trust The Twist” making Oreo a new flip-a-coin joyful tool to help make decisions.


 

Today’s world requires us to make fast decisions, to make them often and to take them seriously. Or so we believe. The truth is, there might be another way of approaching everyday routine that could make our life more enjoyable and less conventional: introducing the Twist.

When we try to twist an OREO, we’ll never know if the filling of every OREO cookie – will end up on the right side, or on the left one.

This random outcome candidates the Twist to be the perfect tool to which we can delegate all the small, repetitive, or serious decisions we face every day, as we would do with a coin flip. “Creme on the left or creme on the right?” becomes a much more playful take on the classic: “heads or tails?”


 

“We are excited to present the markets with our new brand platform, ‘Trust The Twist’, which resonates with playfulness, the credo that stands at the heart of the brand”, commented Perrine Pierrard-Willaey, Mondelez Director, Marketing Sweet Bakery Europe.

“We believe that people would benefit from rediscovering a more light-hearted approach to their lives, especially nowadays. And we are delighted to inspire them to do so alongside our creative partners at LePub Amsterdam.”

“When we sat down to shape Oreo’s new equity campaign, we knew we had a powerful tool we could tap into the ritual of the Twist. It already reclaimed its place into pop culture long ago, so we had no doubt it was the key to continue building on the brand’s heritage while letting Oreo’s intrinsic playfulness shine through. “Trust The Twist” is a brave, humorous statement by a brand that has always invited people to take life more lightheartedly and will continue to do so,” said Miloš Obradović, Chief Creative Officer at LePub Amsterdam.

 

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