The campaign, scheduled to begin during “Mad Men” on Sunday, carries the theme “Wonderfilled,” in a play on words that mashes up “wonder” with a reference to the creme filling in each Oreo. The “Wonderfilled” campaign follows a well-received, yearlong effort for Oreo to commemorate the brand’s 100th birthday.
Although “we were delighted” with the response to the birthday campaign, Ms. Lukin said, “we always look to see how we can evolve and engage with our fans.”
“We think the future is just as bright with this new ‘Wonderfilled’ campaign,” she added.
By sharing something “as small as an Oreo,” Ms. Lukin added, it can bring “a positive change.”
That is illustrated in two commercials that help introduce the campaign. One spot, which runs 90 seconds, asks if unpleasant characters like a TV vampire would be transformed for the better if someone shared Oreos with them.
Would the vampire “not act so undead?” the singing narrator in the spot asks. “Would he thirst for milk instead?”