Oreo, globally launched the ‘Open Up’ campaign to ‘Let Wonder Out’. The premise behind the campaign was to bring people together, even those with differences and to open up their hearts and minds to seeing the world through a child’s eyes- where everyone is equal. The campaign included a promotion of 3 international trips to New York City, a globally created television asset, radio campaign, on the ground activations (#Wonderselfie and #Wonderchutes), public relations and in-store sampling.
The digital impressions accumulated to the sum total of 69 005 274 impressions, with a social media reach worth R 8 360 815. There were 27 656 competition entries and, best of all, Oreo sales increased by 23.6% Thousands of Oreo fans from across the Rainbow Nation opened up, made new friends and engaged, proving that when we look past our differences and discover our similarities, life is truly wonderfilled.