Oreo Double Stuff Launches New Campaign With A Unique Partnership Featuring The Stars Of The Only Way Is Essex And Leading Teen Vloggers

Oreo Double Stuff


On Sunday 6th July, Oreo Double Stuff will launch an exclusive 60 second advertising campaign on ITV2 featuring the stars of The Only Way is Essex. A TOWIE and Oreo first, the ad will see James Argent (Arg), Tom Pearce and James ‘Diags’ Bennewith resolve a disagreement by taking part in an Oreo Double Stuff ‘lick race.’

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 is the world’s number one cookie brand* and Oreo Double stuff is the same classic crème-filled chocolate cookie but with a double portion of the delightful filling.

The ad which was created through a collaboration with Lime Pictures and ITV2, forms part of the wider Oreo Double Stuff “Lick For It” campaign which aims to help settle disagreements across the web by delivering content in the spaces and places where arguments naturally occur.

In addition to the TOWIE content, the campaign also features a partnership with ChannelFlip that sees five of the UK’s biggest teen YouTube Vloggers (a combined 5.5million+ subscribers) – Amazing Phil, Don’t Flop, Emma Blackery, TomSka and KickthePJ – create their own ‘Lick For It’ videos. Consumers can also submit their own virtual Lick Race to be resolved on the campaign hub www.oreodouble.com

The Lick for It campaign will also be supported on the Oreo social media channels and through PR activity.

Jonathan Holden, Senior Brand Manager, Oreo says “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 up and coming YouTube vloggers gives us a huge breadth of content that is authentic and entertaining, but still remains unmistakably Oreo.”

As the world’s biggest biscuit manufacturer, Mondelēz International has ambitious plans to drive growth and innovation within the category which will see a raft of new product launches and marketing campaigns throughout the next year*.


* Nielson to 28.12.13