OREO celebrates its 110th birthday with a limited-edition flavor and a playful AR filter debuting across Southeast Asia
Philippines, July 6, 2022– The world’s favorite cookie, OREO, is turning 110 years old in 2022, and the brand is kicking off the party with a limited-edition flavor, OREO Birthday Cookie. With lashings of vanilla and crème filled with sprinkles, it will be sold across Southeast Asia from May to September 2022.
To get the party started, the brand launched a playful Augmented Reality (AR) Facebook filter that invites people to blow out 110 candles from an OREO Birthday Cookie.
“OREO has been sparking joy for 110 years, bringing playful experiences to families around the world. And, what’s a birthday without cake? We’re inviting OREO fans across Southeast Asia to join the celebrations. We’re delighted to debut a festive new flavor, supported with an unique AR experience that’s inspired by the universal act of blowing out candles – a tradition that transcends cultures and generations. We hope fans take a moment to blow out the 110 candles, make a wish for the year ahead, and enjoy our most playful celebration yet,” said Nikhil Rao, Senior Marketing Director for Mondelez Southeast Asia.
“Birthdays are special and more so when it is your 110th. We are excited to celebrate Oreo’s 110th birthday by offering consumers two unique experiences – a limited edition cookie with sprinkles and an AR experience that will truly make consumers a part of the celebration,” Vikram Chandratrey, Marketing head OREO for Mondelez Southeast Asia.
The celebrations continue with a TV commercial, which will be launched across six Southeast Asian markets – Vietnam, Thailand, the Philippines, Malaysia, Singapore, and Indonesia. Directed by Agustín Carbonere of Landia Productions, Argentina, this TVC communicates OREO’s 110th birthday celebration. It shows a father blowing out virtual candles in an AR Filter, inviting people to celebrate together, as well as showing the limited edition of OREO Birthday Cake flavor of cream filled with yummy colorful sprinkles.
The Southeast Asia wide campaign will also grant birthday ‘gifts’ to lucky OREO fans. 110 lucky winners who get to blow out all 110 candles within 15 seconds using OREO’s AR filter on Facebook will have the chance to win up to 1000 worth of OREO products and more! Stay tuned on OREO’s Facebook page to learn more: facebook.com/OreoPhilippines .
What better way to introduce this challenge to family and friends than through the eyes of proud parents? With celebrity parents, Iya Villania and Drew Arellano. We were mostly introduced to Oreo through our moms, which is why we also have a number of key opinion leader moms who will participate in sharing this challenge, including Ciara Magallanes, and Gracie Maulion. To further help make Oreo’s 110th birthday fun and visible, we also have celebrities and content creators joining the beloved brand’s birthday celebration: Sofia Pablo, Gwy Saludes, and Clyden San Pedro to join in on the challenge.
The limited-edition OREO Birthday Cookie is the first OREO flavor to feature rainbow sprinkles and a birthday cake flavored cream sandwiched between two delicious cocoa cookies. The cookie will be sold in the Philippines from May 1 until December 31, 2022.
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