All we had to do was lay claim to the relevant snacking time band on TV. This meant collaborating with Showtime, GCC’s top pay-TV network, to find out when (and what) our audience would watch. This dictated blasting the period when Saudi mums would watch TV with their kids – between 1700 and 1800 KSA – with multiple vignettes linking Oreo and milk. It also meant avoiding the traditional program sponsorship route.

Business results:Media-wise, we negotiated 130% extra airtime over and above what we paid for. Purchases in the last week are up 13% to 43%, and it’s twice as likely to be top of mind (20%) than prior to the campaign. Oreo has maintained its share with minimal creative media investment.