Oreo Surprisingly Thin Campaign | Clapboard Ad Archive

Surprisingly Thin

Description

Surprisingly Thin is a captivating film campaign launched in Indonesia in September 2019 for Oreo by the renowned agency FCB. Centered around the introduction of Oreo Thins in the Southeast Asian market, the campaign strategically highlights the product's unique selling proposition of being unexpectedly thin yet maintaining the beloved Oreo flavor and experience. Utilizing the visual and emotional power of film, the campaign engages consumers by challenging their preconceived notions about traditional Oreo cookies, positioning Oreo Thins as a lighter, more sophisticated snack option without compromising taste. This approach not only reinforces Oreo’s innovation and product diversity within the food industry but also appeals to health-conscious consumers seeking indulgence with less guilt. The campaign’s single media asset leverages relatable storytelling and compelling imagery to create a memorable brand impression, enhancing Oreo’s connection with its audience in Indonesia. By combining localized creative insights with a clear communication objective, the campaign effectively strengthens brand relevance and drives consumer curiosity and trial, aligning with Oreo’s broader marketing goals to expand its product line and market share in the competitive snack segment.

Credits

Client

Oreo

Agency

FCB

Managing Director

Sony Nichani

Executive Creative Director

Ravi Shanker

Art Director

Hamidah As’ad, Jonathan Ronaldo, Thor

Digital Creative

Swapnil Kambli, Anastasia

Account Management

Roma Das, Mira Amira

Producer

Yuni Pratomo, Desmond Loh, Evie Yeo / STINK FILMS, Anne Prakaiwat Guyon / TAPROD, Chloe

Production House

Stink Films

Director

Diego Nuñez Irigoyen

Crew

Claire Qin, O, Arnam, Tam, Nat, Ka-Tae, Nart, Shane Bartley

Cinematographer

Mischa Lluch Gustafson

Editor

Fong

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Campaign Proposition

The 'Surprisingly Thin' campaign for Oreo, launched in Indonesia in September 2019 by FCB, positions the brand around a promise of delivering the classic Oreo experience in a thinner, lighter format. By introducing Oreo Thins, the campaign emphasizes portion control and a more subtle snacking option that aligns with contemporary consumer preferences for indulgence without excess. This suggests a brand proposition centered on balancing enjoyment and mindful consumption, appealing to health-conscious yet pleasure-seeking consumers within the confectionery market. The market strategy leverages the insight that modern snackers increasingly seek products that offer familiar enjoyment in new forms that better fit their lifestyle demands. By highlighting the "thinness" of the cookie, the campaign taps into the trend of lighter, less bulky snacks, positioning Oreo Thins as an accessible, everyday treat that doesn't compromise on flavor. The creative angle focuses on the unexpectedness of the product—encapsulated in the title 'Surprisingly Thin'—to capture consumer curiosity and differentiate from traditional Oreos as well as competing snack options. Targeting urban Indonesian consumers likely aware of global lifestyle trends, the campaign uses a lifestyle genre that resonates with aspirational and health-aware segments, fostering a modernized brand image while maintaining Oreo’s core enjoyable characteristic. The film medium supports this connection visually, driving awareness and trial for this variant within a competitive confectionery and snack market.

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