EAST HANOVER, NJ — Oreo, a Mondelez International brand, will run a new ad spot during Super Bowl LVIII, set for Feb. 11.
This marks the brand’s return to the highly coveted marketing stage for the first time since 2013.
“I am so excited that the Oreo brand is returning to the Big Game in a big way with a campaign that cements our brand’s cultural relevance and playful identity,” said Michelle Deignan, VP of Oreo US. “This year, in our quest to fight the seriousness of adulthood, we’re encouraging fans to put a lighthearted twist on the overanalyzed and overcomplicated act of making a decision.”
The 30-second ad spot will run during the second quarter of the game. “Twist on It” centers the popular sandwich cookie at significant moments, with the twist deciding the decision.
Kris Jenner will also star in the ad as herself in a mid-2000s flashback using the cookie to decide the family’s reality show fate.
“I’ve been lucky to see how Oreo cookies playfully bring people together, especially with my kids when they were growing up, and now my grandkids,” Jenner said. “It was fun to shoot this campaign and imagine how Oreo cookies played a major role in one of the most influential decisions that I’ve made — wouldn’t it be fun if the twist of an Oreo cookie led to our family going on air. Maybe it did!”
The ad continues Oreostrategy of engaging with consumers by highlighting the brand’s cultural relevance and meeting consumers where they are.
