THE CHALLENGE
To help launch OREO’s new Vanilla Latte flavoured cookies, OREO needed earned content that would showcase the new cookie in all its coffee-flavoured glory, and help bring the playful brand to life.

THE STRATEGY
Parodying stereotypical coffee culture was a no-brainer for some playful content. But to make that connection with the content was where we’d need great talent and a killer creative. Using a celebrity who is able to stand amongst the “fanciness” of coffee ads, whilst making light of the parody aspect was key, alongside clever scripting in their tone of voice to really land this creative piece in earned media.

THE CREATIVE
Enter William Hanson. Mr. Etiquette himself, ready to be Creative Director on this unique coffee style photoshoot! Set in a studio, we captured faux BTS of the stills shoot, with William interacting with the OREO Vanilla Latte flavour cookies as if they were coffee beans in a slick editorial. Leaning into William’s persona and tone of voice, we showed him as a hilarious stickler for perfection, and the somewhat exasperated crew trying to meet his demands. And, in a cheeky callback, we get to enjoy seeing our fancy Creative Director sneaking some cookies into his bag on his way out. A keen bean indeed!

THE RESULTS
EARNED:
– 80% of coverage included campaign video

SOCIAL:
– 809K views across Instagram
– 12K+ total engagements
– 73.00% ER on Stories
– 100% positive sentiment