In a world where decision-making feels serious and constant, Oreo introduces a refreshing concept: Trust The Twist. This campaign, born out of the playful curiosity surrounding Oreo’s iconic twist, aims to inject a sense of joy and spontaneity into everyday life.
It all started with a simple question: why does the creme in an Oreo cookie always stick to one side after twisting? Inspired by studies conducted by MIT engineers and Princeton University researchers, LePub Amsterdam seized the opportunity to turn this whimsical phenomenon into a brand platform for Oreo in Europe.
“Trust The Twist” encourages people to embrace the unexpected and let go of the need for predictability in decision-making. By twisting an Oreo cookie, individuals can playfully delegate choices, turning mundane decisions into moments of fun and spontaneity.
Perrine Pierrard-Willaey, Mondelez Director of Marketing Sweet Bakery Europe, emphasizes the campaign’s focus on infusing light-heartedness into people’s lives. In a time where many feel overwhelmed by the demands of daily routines, Oreo seeks to inspire a more playful approach to decision-making.
The campaign rollout spans multiple markets across Europe, including Spain, Portugal, Poland, Lithuania, Estonia, Bulgaria, Romania, EAM, and Greece. Through TV films, digital and social media campaigns, and local activations, Oreo aims to spread the message of “Trust The Twist” and encourage consumers to embrace the joy of spontaneity.
Miloš Obradović, Chief Creative Officer at LePub Amsterdam, highlights the campaign’s bold and humorous statement, reflecting Oreo’s longstanding invitation to embrace life’s lighter side. By tapping into the brand’s heritage and playful personality, “Trust The Twist” celebrates the joy of unexpected moments and invites consumers to join in the fun.
As the campaign expands across Europe and Australia, Oreo hopes to spark conversations, ignite smiles, and remind people that sometimes, the best decisions are made when you trust the twist. So, the next time you find yourself faced with a choice, why not let the creme decide? Trust The Twist with Oreo and savor the sweetness of spontaneity.
