Unlock Playfulness with Oreo & Xbox – Clapboard Ad Archive

The First Edible Mascot (case study) 2 — archive collection thumbnail

The First Edible Mascot (case study) 2

In 2024, Pop-Tarts, a brand celebrated for putting a Crazy Good spin on classic flavors, revolutionized its marketing approach by launching The First Edible Mascot campaign during the inaugural Pop-Tarts Bowl, crafted by Weber Shandwick for Kellanova and Pop-Tarts. This Ambient, Direct, and Experiential media activation strategically expanded the brand’s identity from a beloved breakfast staple to an influential player in the broader snacking conversation, seamlessly integrating Pop-Tarts’ signature ingredients into the vibrant culture of college football. The centerpiece of this innovative campaign was the creation of the world’s first edible mascot—a dynamic symbol of team spirit designed not only to captivate the live audience but ultimately to be consumed, perfectly embodying Pop-Tarts’ six-decade-long dedication to flavor above all else. By placing food and flavor at the heart of the Pop-Tarts Bowl experience, the campaign dramatically repositioned the brand at the table beyond traditional morning consumption. This bold approach yielded unprecedented engagement, making it the biggest earned campaign in Pop-Tarts’ history. On game day, search interest surged to seven times the annual average, marking the brand’s most successful day in nearly ten years. The campaign generated over 4 billion impressions, secured $1 million in first-party data, and surpassed brand mentions of ten other non-Kellanova-sponsored bowl games combined by a factor of fifteen. The edible mascot became a viral sensation, sparking a flood of memes, social media responses, videos, and GIFs that dominated more than 80% of all game-related conversations. The New York Times declared the Pop-Tarts Bowl as having “won the internet,” cementing the campaign’s status as both a cultural and digital phenomenon. This campaign not only captivated audiences nationwide but also garnered prestigious industry recognition, winning the 2024 Clio Awards Grand Prize, the Cannes Lions Brand Experience & Activation Grand Prix, and a Gold Idea at The ANDY Awards, highlighting its strategic ingenuity and powerful storytelling within the food and sports entertainment landscape.

Trust The Twist - Oreo | Clapboard Ad Archive — archive collection thumbnail

Trust The Twist - Oreo | Clapboard Ad Archive

Oreo’s Trust The Twist campaign, launched in 2024 by LePub Amsterdam, marks a decisive evolution in the brand’s European presence by transforming the iconic cookie’s twist ritual into a culturally resonant decision-making device—recasting playfulness, not as mere confectionery joy, but as a guiding principle for daily life. Drawing on scientific intrigue from MIT’s 2022 research into why Oreo’s creme always cleaves to one side, the campaign exploits this randomness to show that even the smallest acts—twisting a cookie—can lend levity to routine decision-making in a high-pressure world. In a market category long dominated by traditional takes on family, heritage, or indulgence, Oreo’s integrated confectionery platform reframes the brand’s pop culture ritual as a lighthearted alternative to a coin flip, inviting consumers across EMEA and CEE to delegate the endless stream of modern micro-choices to chance, joy, and the black-and-white certainty of creme-on-left or creme-on-right. This is not simply a campaign about snack consumption—it’s a strategic bid to embed the twist into everyday routines, dislodging seriousness with humour and reinforcing Oreo’s core brand value: that everyday moments are opportunities for play. LePub Amsterdam builds on Oreo’s global identity with a sharply executed multichannel mix—TV, digital, social, local activations—each reinforcing the core premise that life’s burdensome decisions can be joyfully subverted by fealty to the twist, deepening emotional connection with audiences actively seeking a playful break. The creative approach exemplifies what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit—parlaying the twist’s unpredictable outcome into an explicit metaphor for the brand’s positive impact as a catalyst for spontaneity and delight, rather than relying on conventional product demonstration. In contrast to competitors favoring either comfort (McVitie’s), indulgent craft (Bahlsen), or wellness cues (Gullón), Oreo stakes out territory as the category’s foremost vehicle for everyday lightheartedness, amplified by the scientific backstory and pop utility of the Twist as a daily ritual. Oreo, LePub Amsterdam, and the multinational confectionery sector are all signaled in this campaign’s confident reassertion of play as a tool for living, not just snacking, broadening the brand’s cultural role and deepening its purpose-driven agenda across challenging, diverse markets. Clapboard rates this 73/100. In a landscape abundant with heritage cues and incremental innovation, Trust The Twist matters because it demonstrates how a powerful ritual—made iconic through branding—can be reframed as both utility and entertainment in the rhythms of everyday life.

Gruvi Caind of Lov - Gruvi | Clapboard Ad Archive — archive collection thumbnail

Gruvi Caind of Lov - Gruvi | Clapboard Ad Archive

Gruvi Caind of Lov positions Sammontana’s Gruvi ice-cream stick at the intersection of Italian confectionery tradition and playful contemporary branding, with AUGE Communication’s campaign using sensory cues and a spirit of clumsy exuberance to refresh the established codes of ice cream advertising in Italy for Year 2022. Anchored by a 40-second film for TV and digital, and supported by an Out-of-Home outdoor rollout, the campaign casts Gruvi as both a multisensory indulgence and a symbol of authentic, unpretentious enjoyment—a message crystallized through exaggerated, relatable depictions of awkward, uncoordinated moments encountered while eating ice cream. Rather than sidestepping the messiness and imperfection often edited out of the category’s advertising, the creative embraces these with a lively, humorous tone, set against the familiar strains of Phil Collins’ Groovy Kind of Love—its name punctuated with a clever Italianized pun that signals Gruvi’s accessibility while nodding to cultural nuance. What Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, the campaign leverages amplified visual cues and comic scenarios to embody Gruvi’s promise: rough character, soft heart, and pleasure delivered on both a tactile and emotional register. This approach positions Gruvi distinctively within a crowded Italian market where competitors such as Algida, Motta, and Grom lean on heritage, quality, or artisanal purity; instead, Sammontana opts to democratize the experience, targeting families and millennials with a proposition that equates realness—not photogenic perfection—with true pleasure. The tagline and campaign message further reinforce this ethos, pointing to the simple, sensory act of biting into Gruvi as a pathway to rediscovering authentic delight, and the stylistic use of everyday, comedic imperfection offers a deliberate counterpoint to the overtly polished narratives common to the sector. Delivered with a tone that keeps the brand approachable and fun without sacrificing the credibility of quality, the campaign builds emotional resonance, making Gruvi memorable as both a product and an experience, while reflecting Sammontana’s broader positioning as an innovator rooted in Italian culture. Clapboard rates this 63/100. Gruvi Caind of Lov stands out for its willingness to break the ice-cream advertising mould by championing the humanity of its audience, signaling a strategic shift in the category toward celebrating the pleasurable messiness of real life as a key driver of brand affinity.

New Conguitos Cookie - Conguitos | Clapboard Ad Archive — archive collection thumbnail

New Conguitos Cookie - Conguitos | Clapboard Ad Archive

New Conguitos Cookie from Conguitos, launched in Spain in 2024 by Agencia Estimado, stakes a distinctive claim in the confectionery category by targeting Gen Z with a product and campaign designed to embody disruption and nonconformity in a rapidly evolving cultural landscape. This 360° and Film-driven campaign embraces Clapboard’s FORMAT#11—Unique Personality Property—by emphasizing the cookie’s innovative character and its alignment with the values of a generation that prizes authenticity, individuality, and cultural relevance over traditional confectionery tropes. Rather than relying on nostalgia or conventional storytelling, the campaign positions the New Conguitos Cookie as a bold statement of identity, reflecting how Gen Z consumers interact with brands that mirror their desire for novelty and self-expression. Agencia Estimado’s strategy acknowledges that younger audiences are less susceptible to standard advertising and more motivated by brands that challenge norms and foster emotional resonance through originality and attitude. The campaign’s visual and communicative elements underscore a fresh, irreverent tone that differentiates Conguitos in a highly competitive snacks market dominated by established players such as Nestlé España, Valor, Grupo Bimbo, Mondelez España, and Grefusa, each with distinct brand propositions ranging from heritage and craftsmanship to indulgence and bold flavor. By positioning the New Conguitos Cookie as a disruptive innovation, Conguitos signals its commitment to reinvention, aiming to secure relevance among younger consumers who expect brands to engage with their lifestyle and cultural codes authentically. The campaign’s digital presence, while still emerging, sets the groundwork for deeper engagement by leveraging audiovisual storytelling to embed the product within the cultural zeitgeist rather than presenting it merely as a confectionery option. Clapboard rates this campaign 57/100. This campaign matters to the industry because it demonstrates how confectionery brands must pivot towards cultural attunement and generational authenticity to resonate in a category traditionally reliant on heritage, showing that innovation in product identity and communication is essential for relevance in youth markets.

Chips that unite: how one gesture changed the perception of snacks - Cheers | Clapboard Ad Archive — archive collection thumbnail

Chips that unite: how one gesture changed the perception of snacks - Cheers | Clapboard Ad Archive

Chips that unite: how one gesture changed the perception of snacks sees Cheers and Brain Tank redefine the social role of chips in the Ukrainian market, centering the campaign on a simple yet resonant act: offering a chip to a friend, then revealing a second bag fanned open like a peacock’s tail — a visual metaphor for abundance and unselfconscious generosity that elevates snacks from backdrop to catalyst for connection. Rooted firmly in the confectionery and snacks category, the campaign pivots away from cliché taste cues and instead makes sharing itself the brand’s emotional and creative center, with the gesture operating as both a memorable mechanism and a replicable social ritual. The approach, which Clapboard’s 12-format taxonomy classifies as FORMAT#9—Symbolize the Benefit, deploys the exaggerated reveal as a symbol for social warmth, positioning Cheers as a brand that not only delivers flavor but also embodies the spirit of inclusion and togetherness. The messaging, condensed in the tagline Share! Smile!, cuts through competitive noise by articulating a brand promise that’s immediately accessible: Cheer chips are the invitation to transform the ordinary act of snacking into a shared, joyful moment, making each pack less a product and more a conduit for small-scale celebration. Creative execution remains single-minded, resisting narrative overcomplication in favor of a gesture so clear and relatable it becomes both emotional shorthand and brand equity driver, while Brain Tank’s design-centric approach foregrounds both visual impact and cultural insight within the category’s conventions. Contextually, this campaign positions Cheers distinctly against established players: where Lay’s cultivates universal joy and Cheetos plays up mischievous fun, Cheers now claims the territory of spontaneous, heartfelt connection amid real-life social dynamics — a nuanced choice in the Ukrainian snacking landscape. By foregrounding a stylized gesture over functional benefits, the work sidesteps well-trodden claims around flavor or crunch, emphasizing cultural values of connection and easy generosity, and inviting replication at the speed of social behavior rather than the pace of traditional advertising. The campaign earns a 57/100 in Clapboard’s global creative archive. For the industry, this campaign signals that the future of snack marketing may reside not in product features or empty hyperbole, but in creating easily adoptable rituals that embed brands into the vocabulary of everyday connection.

New Chilli - Lacasitos | Clapboard Ad Archive — archive collection thumbnail

New Chilli - Lacasitos | Clapboard Ad Archive

Lacasitos’ 2024 campaign New Chilli, crafted by Agencia Estimado, marks a decisive shift in the confectionery category by launching a spicy chili variant designed to engage Generation Z consumers through a bold and playful approach. The campaign’s core concept, If you don’t get annoyed easily, try the new Lacasitos Chilli, positions the product as a daring challenge that aligns with Gen Z’s appetite for novel, experiential flavors and their penchant for social bravado. By embedding the product within a relatable back-to-university setting, the campaign taps into a culturally resonant moment that amplifies peer interaction and user-generated content potential. This strategy sidesteps traditional narrative or product demonstration in favor of FORMAT#10—Associated User Imagery—where the product is vividly connected to a lifestyle and personality type that the target demographic both aspires to and identifies with. Executed through a comprehensive 360° media mix including digital content and film, influencer collaborations, street and direct marketing, and trade activations, the campaign maximizes its visibility across multiple touchpoints favored by younger consumers. The street marketing and direct engagement elements add grassroots authenticity, while influencer partnerships inject credibility and social proof, creating a layered approach that balances reach with relevance. The campaign’s graphics and film work maintain Lacasitos’ signature fun and approachable tone, ensuring that the spicy innovation does not alienate but rather invites participation through humor and challenge. This multichannel strategy not only amplifies the product launch but also reinforces Lacasitos’ ambition to lead the confectionery market through innovation and cultural insight, signaling a readiness to surprise an evolving consumer base with unexpected flavor profiles. Clapboard rates this campaign 58/100. This campaign matters because it demonstrates how legacy snack brands can effectively pivot to engage younger, experience-driven audiences by embedding product innovation within culturally attuned, socially charged moments that resonate beyond traditional advertising formats.

Campaign Proposition

The "Unlock playfulness" campaign, a collaboration between Oreo and Xbox led by Saatchi & Saatchi, seeks to blend the brands’ core identities—snacking enjoyment and immersive gaming—by introducing an innovative, interactive experience centered on unlocking fun through play. The brand proposition emphasizes sparking moments of playfulness in real life by merging Oreo’s iconic cookie with a gaming mechanic familiar to Xbox users: cheat codes. This approach positions Oreo not just as a snack, but as an integral, playful element within the gaming culture, offering consumers a novel way to engage with the product beyond taste alone. The market strategy hinges on leveraging the rising popularity of gaming, particularly among millennials and gamers, by tapping into a shared cultural reference point—the use of cheat codes to unlock hidden game features. By embossing Oreo cookies with Xbox controller-inspired symbols and enabling consumers to combine these as “codes” to unlock exclusive rewards, the campaign creates a tangible, gamified interaction that connects directly with the target audience’s interests and behaviors. This cross-category integration between food and gaming capitalizes on both brands’ strengths to broaden appeal and create unique engagement opportunities. Furthermore, launching across more than 20 European countries demonstrates a scalable, multinational approach aligned with the growing convergence of entertainment and consumption habits. Overall, the campaign uses a creative fusion of product innovation and culturally relevant gaming elements to reinforce brand relevance and deepen consumer connection in a competitive snack and entertainment landscape.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign leverages the universally recognized gaming convention of “cheat codes,” directly linking the OREO cookie to unlocking special in-game features, rewards, and playful experiences. The cookies are embossed with Xbox controller symbols, transforming the product into a symbolic “key” that unlocks playful opportunities both virtually and in real life. Rather than demonstrating functionality step-by-step or telling a narrative story, the campaign employs the “cheat code” mechanic as a powerful, playful symbol of OREO’s role in unlocking joy—making SYMBOLIZE THE BENEFIT the clearest fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Mondelez International (Oreo’s parent company, competing brands: Cadbury, Milka) – Positions itself as a global leader in confectionery with a strong focus on heritage, innovation, and emotional connections, leveraging iconic brand equities to create joyful experiences. Their strategy emphasizes indulgence combined with emotional storytelling to capture broad demographics, including younger consumers seeking fun and nostalgia.

Nestlé – With a diversified portfolio spanning confectionery and snacks, Nestlé leverages trusted quality and widespread global reach. They focus on health-conscious innovations and sustainability initiatives while maintaining strong brand loyalty through classic products and localized campaigns appealing to millennial and family audiences.

Mars, Incorporated (brands like M&M’s, Snickers) – Mars positions itself as an entertainment and experience-driven snack brand, integrating playful, humorous, and trendy communications. They emphasize indulgence with a fun twist, often incorporating pop culture and gaming elements to attract younger consumers and avid gamers.

Lindt & Sprüngli – Premium chocolate brand emphasizing craftsmanship, luxury, and superior quality. Lindt differentiates itself by targeting a more affluent segment with indulgent, sophisticated product offerings and experiential marketing focusing on moments of personal reward and celebration.

Ubisoft (gaming competitor with branded snacks partnerships) – Although primarily a gaming firm, Ubisoft strategically partners with food and snack brands to create cross-industry activations that blend gaming culture with lifestyle branding. Their positioning focuses on immersive, community-driven experiences that engage millennial and Gen Z gamers through innovation and collaboration.