OREO, one of the world’s favourite cookie, has teamed up with man-of-the-moment Lewis Capaldi for a quirky new content push which sees him twisting, licking and dunking a pack of OREO cookies, and auctioning it on eBay, to raise money for charity. The initiative was developed in partnership with creative agency ELVIS.
As part of OREO’s recently-launched ‘Stay Playful’ campaign, which dramatises the time-honoured way to enjoy an OREO, ELVIS has partnered with the brand to create digital and social content in which Capaldi twists, licks and dunks a pack of the cookies, to be put into a signed frame alongside a limited-edition pack featuring his face. The frame will be auctioned on eBay with all profits going to Nordoff Robbins, the UK’s largest music therapy charity.
With a nod to other unusual celebrity items being auctioned off, from Scarlett Johansson’s used tissue to William Shatner’s kidney stone, OREO has chosen 2019 breakout star Capaldi to front the campaign and make the Twist Lick Dunk ritual famous in the UK.
The push aims to drive awareness and purchase of OREO amongst a core audience of 18 – 45-year-olds. It will run on Twitter and across Capaldi’s own social channels.
Joanna Dias, Senior Brand Manager, Mondelez, said: “We know that people love anything touched by someone famous, and as one of the most talked about music stars of 2019, we felt Lewis Capaldi was the perfect choice to create a buzz around OREO and the iconic Twist Lick Dunk ritual. We really hope Oreo and Lewis fans get behind us and start bidding so we can raise lots of money for Nordoff Robbins.”
Marcus Aitman, Senior Creative, ELVIS, added: “Lewis Capaldi has rocketed to fame in 2019. We like to think that his success is down to his playful, irreverent and funny personality (as well as his musical talent, of course) – which makes him a perfect fit for the OREO brand. He already has a huge, obsessive fan base, and we’re delighted to give them something unexpected and unforgettable to get excited about.”
Lewis Capaldi said “It’s a real honour to take a moment away from my busy, carefully planned eating schedule to lick, twist & dunk an entire packet of Oreos all for Nordoff Robbins – an incredible cause.”