New industry, another epic partnership.
Who?
Oreo
Owned by Nabisco, this cookie company is known for its chocolate cookie sandwich with sweet creme filling. Since its inception in 1912, Oreo has become the bestselling cookie in the United States.
Wiz Khalifa
American-born rapper, Wiz Khalifa is best known for his hits like “Black and Yellow”, “Work Hard, Play Hard”, and “See You Again”.
What?
The Playful 4 Life Campaign
In early 2019, Oreo launched an integrated campaign across their broadcast, digital, and social advertising channels featuring Wiz Khalifa and his 6-year-old son, Sebastian. The advertisements show Khalifa and his son interacting in the home. Execution of the project included the production of a cookie-themed song, homepage integration, and broadcast commercial.
What About The Campaign Works?
Play Into Your Current Audience – While all of Oreo’s audience may not know Wiz Khalifa, he displays characteristics that are relatable to their entire audience. Watching the interaction of father and son having a fun day at home plays into their family audience.
Capture a New Audience – Smart partnerships allow brands to reach new audiences. Wiz Khalifa shared the campaign with his following introducing Oreo to his fans along with his stamp of approval.
Provide Value – While the content includes product placement, the campaign isn’t pushing purchasing behavior. Instead, the goal of the campaign is to promote the message of staying playful. Even the song lyrics promote the idea that you are never too old to have fun and to enjoy sweet moments.
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