Born in 1912, OREO was about to turn 100. And, when you’re that old, you might be loved and revered, but you can also be seen as old-fashioned.

Indeed, having spent the past century communicating mostly through TV ads that played to classic, intimate family moments, the brand had developed quite a traditional image. How to solve the paradox of using a centennial anniversary to actually rejuvenate OREO? How to move from a brand for moms to a brand for everyone, and make it become so newsworthy that everyone would discuss it?

Daily Twist tapped into contemporary culture, in real time and on a daily basis.

By celebrating the culture of the day, every day, we kept refreshing the brand image and made a first step – yet an important one – on our way to keeping the brand contemporary for the days to come. And in doing so, we reminded everyone, every day, of the playful delight that an OREO can bring.

To make the brand newsworthy and engage directly with our audience, we decided to communicate online and in real time.

We created 100 ads in 100 days. Each morning, a creative editorial team scoured to find a trending news story, gave it a playful OREO twist, and pushed out a brand-new ad to our social networks by the end of the day. 'Pride', our first Daily Twist, became one of the most discussed images of the year. The next 99 Twists celebrated the extraordinary and the everyday, from the summer’s first heat wave to the Mars Rover landing.

The Daily Twists were seen 433m times on Facebook. We doubled our Facebook engagement rate with 1.3m total interactions, attracting 1,055,601 new fans of the OREO page.

Their conversations spread off-line, from broadcasting media to late-night shows, generating more than 2,600 media stories and 231m media impressions.

In Q3, OREO base growth was at +4% – remarkable, considering the size of the brand and a 28% drop in media spending compared to the first quarter.

According to NBC’s Brand Power Index, Daily Twist made OREO the brand with the highest increase in buzz in 2012 (+49% vs 2011).