We reinvented the iconic Oreo twist, transforming every decision-making moment into a mini-game centered around the product. Leveraging data-driven insights, we strategically placed over 500 messages in key decision-making contexts—whether people are choosing commuting options, selecting music, picking video content, choosing outfits, or even composing WhatsApp messages. Each message invites participation in a mini brand activation. To join in, no VR glasses, promoters, or AR technology are needed—just an Oreo.

And yes, people worldwide have started playing with Oreos, coming up with their own actions based on which side of the cookie the cream ends up.

Each of us faces over 30,000 decisions daily, as highlighted by research from Cambridge University. It’s no wonder that sometimes we just want someone else to make choices for us. Oreo's 'Trust the Twist’ campaign merges a unique product feature—the unpredictable side the cream will favor when you twist an Oreo—with a universal human sentiment: 'Can somebody else just decide?

Oreo it's an icon that begs to be played with and that appeals to young and old alike. Instead of focusing on its role in family bonding, we decided to embrace its playful nature. Decades ago, Oreo introduced the Twist ritual as a fun way to enjoy the cookie, which became a cultural norm. To tackle our business challenges, we put this ritual at the center of our strategy. We portrayed Oreo as a playful dilemma solver, flipping the script on how people see our brand. This approach reshaped the narrative around Oreo, turning our ritual into a key asset.

Everybody knows that if you split an Oreo in two, the cream will end up either on one side or the other. But what not everyone knows is that MIT researchers confirmed in 2022 that it’s impossible to predict which side the cream will stay on. We've used this unique Oreo feature and turned the brand’s famous Twist ritual into an iconic, playful decision-making tool.

Our campaign has turned every decision making moment into a mini game centered around the product.

Oreo, though a dominant force in the US, is yet to achieve global recognition. Facing challenges in other countries due to a lack of brand knowledge and resonance with consumers, we aim to elevate Oreo's status worldwide. Our strategy is centered on integrating Oreo into various cultural contexts, with a focus on its iconic twist. Capitalizing on Cambridge University research showing that an average person makes up to 30,000 decisions daily, we have identified a universal insight: at some point, almost everyone prefers to leave a decision to someone else—or something else. This insight, relevant to millions of people worldwide, has become a base of our global campaign.

To engage people deciding with a Twist, we crafted hundreds of messages, specifically tailored for moments of decision-making. Leveraging data-driven insights, we strategically placed ads where and when people make decisions—choosing their commuting options, picking video content, choosing outfits, and even composing their WhatsApp messages. A key principle in every piece of content we produce is that the options provided can always be done immediately—we never suggest actions that are unrealistic, like flying off into space.Thus,every message has become a suggestion to participate in a mini brand activation. Without any VR glasses, promoters and AR - to play, you just need an Oreo. The campaign created tremendous engagement: people flooded socials with their own content, joining that of the celebrities involved . ‘Trust The Twist’ debuted in September 2023 in Spain, Portugal, Poland, Romania, and Greece and will continue to be released in more than 25 countries across 3 continents.

'Trust The Twist' is officially the most epic relaunch the brand has seen in over a century—112 years, to be exact. The campaign has been adapted to 32 languages across three continents. 1.9 billion impressions and over 500 million in earned reach so far. In some markets, sales have jumped up to 26 percent. Over 800,000 decisions have been made with a twist of an Oreo. Including a decision to get married.

Research from Cambridge University reveals that the average adult needs to make up to 30,000 decisions each day. This staggering number highlights the daily challenge faced by people worldwide, who are bombarded with constant choices. It’s no wonder sometimes we feel like saying, 'Can someone else just decide?'

Our campaign taps into this feeling. The simple, playful act of twisting an Oreo decides the outcome, making each decision-making moment more fun.