During last night’s ad break of ITV2’s The Only Way is Essex on Sunday 6th July, James Argent (Arg), Tom Pearce and James ‘Diags’ Bennewith resolved a disagreement via an Oreo Double Stuff ‘lick race’ in a unique piece of branded content brokered by Omnicom Media Group’s Drum and PHD with TOWIE producer’s Lime Pictures.
The ‘lick race’ is a phenomenon born out of the US in which two parties race to lick the crème from an Oreo Double Stuff biscuit, with the first to lick theirs clean being named the winner. Oreo Double stuff is the same classic crème-filled chocolate cookie but with a double portion of that delightful creamy filling This activity forms part of the wider Oreo Double Stuff “Lick For It” campaign to help settle disagreements across the web, which delivers content in the spaces and places where arguments naturally occur including Facebook and YouTube.
The campaign also features five of the UK’s biggest teen YouTube Vloggers (a combined 5.5million+ subscribers) – Amazing Phil, Don’t Flop, Emma Blackery, TomSka and KickthePJ – who are creating their own ‘Lick For It’ videos in a bid to solve disagreements in their own unique style across the web. These videos will live on their own successful YouTube channels and they will also be seeded on the Oreo microsite http://www.oreodouble.com where consumers can start their own virtual lick races.
The campaign is supported by Facebook promoted posts and a bespoke YouTube pre-roll showcasing the best of the Vlogger content.
TOWIE creators Lime Pictures produced the TV advert and ChannelFlip worked with Drum to source and manage the YouTube Vloggers.
Jonathan Holden, Senior Brand Manager, Oreo said “The lick race is such a rich content territory that we wanted to bring it life in as many ways as possible – combining talent from TOWIE and some of the best Youtube vloggers gives us a huge breadth of content that is authentic and entertaining, but still remains unmistakably Oreo.”
Ella d’Amato, Managing Director at Drum said “This is a really exciting opportunity to bring a much loved mainstream brand together with YouTube Vloggers, and create entertaining and engaging content for the youth audiences.”
Senior Brand Manager for Lime Pictures Sinead Dean said, “As creator and producer of TOWIE, Lime Pictures was uniquely placed to suggest how Oreo could effectively tap into the TOWIE phenomenon. This collaborative approach has resulted in Oreo being the first brand to reflect TOWIE’s production style as well as utilise cast members which we felt would really bring their ‘lick race’ to life via a contextual TV spot.”
Lick for It is the latest campaign from the Mondelēz International biscuit category, which has ambitious plans to drive growth and innovation within the category. Mondelēz International is the world’s biggest biscuit manufacturer and Oreo is the world’s number 1 cookie brand worth £1.7bn worldwide.*
The BAFTA award-winning The Only Way is Essex returns to ITV2 for its twelfth series on Sunday 22nd June with a special episode from Marbella.