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Draftfcb launches “Oreo Lick Race”

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Draftfcb London continues its permeation of the most crowded biscuit market in the world with the launch of the new Double Stuff Oreo through its new campaign.....

Draftfcb launches “Oreo Lick Race”
Draftfcb London continues its permeation of the most crowded biscuit market in the world with the launch of the new Double Stuff Oreo through its new campaign: the “Double Stuff Oreo Lick Race”.
 
The family competition encourages parents, children, grandparents and grandchildren to come together and – “Twist your Oreo, lick off all the creme, show it to your opponent, dunk the biscuit, eat the Oreo and drink all the milk; the first one to finish the ritual wins.”
 
The voice of the campaign will be family personality Stuart Hall, best known as presenter of the infamous competitive game show, “It’s a Knock-out.” Hall successfully captures the essence of fun, irreverence and competition of the campaign.
 
The integrated campaign focuses on the interactive platform at oreolickrace.co.uk, where Lick Race participants are invited to upload their races and challenge others. People can also watch and vote for their favourite videos. Those with the most votes will compete in a live final in August, with the top prize being a VIP family trip to Florida. Daily and weekly prizes are also up for grabs on the website and for each video uploaded to the Lick Race website, Oreo will donate £1 to children’s UK charity KidsOut, dedicated to bringing fun and happiness into the lives of disadvantaged children. The digital platform will be promoted with a TVC and online advertising campaign.
 
“We’ve had a lot of fun with this and can’t wait for the lick races to start. The digital component we’ve created adds a new dimension to the way Oreo lovers can interact. It’s all part of sharing the Oreo experience and creating family connections,” said Draftfcb London executive creative director Mark Fiddes. 
 
“We’ve had an exciting few years with Draftfcb, since we successfully introduced Oreo into the UK market in 2008; converting 1 in 3 households. Now we’re launching Double Stuff Oreo with our most integrated campaign yet,” said Oreo marketing manager Nicola Wilkinson. “We’re looking forward to mobilizing the nation and encouraging families from all over the country to participate at oreolickrace.co.uk.” 

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Additional campaign elements to leverage the digital platform include PR by Weber Shandwick, experiential events by Closer, on-pack advertising by Billington Cartmell, and media by PHD.
 
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FCB US, Tue, 03 May 2011 16:00:00 GMT