In 2024, OREO’s ambition was not only to push the boundaries of playfulness but stand on its own as an iconic brand across all categories. What better way to achieve this ambition than to bring their brand mission to the Super Bowl audience?

OREO’s objective was to make an iconic Super Bowl spot. It has been 10 years since the brand last made an appearance in the Super Bowl. Over those 10 years, OREO has evolved to be playfully provocative, insightfully witty, and joyfully entertaining. Our challenge was to bring playfulness to the Super Bowl before, during and after the big game.

Imagine how much more playful the world would be if we used the simple twist of an OREO cookie to make every decision—from little choices to BIG ones that could change the fate of humanity forever.

Since OREO has been around for over 100 years, we’re starting a rumor that OREO has, in fact, been around since the beginning of time, helping everyone from cavemen to reality TV stars make decisions with the twist of a cookie.

The moral of the story: some decisions are just better left up to playfulness.

The campaign teasers built speculation and drove conversation. Per Forbes, OREO’s online brand interest increased by 149% between 1/29-2/10.

During the game, “Twist On It” generated a high level of placements and total coverage. In TalkWalker, OREO fell within the top 10 PR coverage share-of-voice scoring higher than the competition: 4 percentage points above Reese’s, 2 percentage points above M&M, and 1 percentage point above Hellmann’s.

System1 ranked OREO #8 for effectiveness out of all Super Bowl LVIII spots. We were the fourth highest score of all SB LBIII spots in exceptional short-term sales potential.

We also received the highest of any SB LVIII spot for exceptional fluency and 92% recognized the brand by the end of the ad.

Testing showed us that 44% of people who viewed the Twist On It Super Bowl spot would be willing to twist on decisions in their own lives.