Oreo is helping its furry namesakes in the United Arab Emirates (as well as their friends not named Oreo) to find a home. Together with agency Saatchi & Saatchi, Oreo is on a mission to help get as many pets adopted as possible in partnership with two of the largest pet rescues in the region – K9 Friends and Yanni Animal Welfare.
The campaign is inspired by the discovery that ‘Oreo’ is the 6th most popular name for black-and-white-colored pets, according to Rover.com.
“When we realized so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honor and we can’t wait to help some animals find the forever home they deserve,” says Ilona Morozova, Marketing Manager, Biscuits at Mondelez International, MENA.
Oreo has also reimagined its iconic packaging to resemble three animal kennels, illustrated using the monochromatic shapes of a classic Oreo cookie. This limited-edition range is now selling on InstaShop. A QR code on each packet links to a microsite, www.bringhomeoreo.com, where people can browse for pets and even apply to adopt them.
“In a country so heavily populated by expats, pet abandonment is a real issue as people often leave Dubai suddenly for new jobs and visa reasons,” says Sebastien Boutebel, Chief Creative Officer, Saatchi & Saatchi. “When we heard that a lot of black-and-white pets named after the beloved Oreo cookie were coming up for adoption, we were inspired to launch ‘Oreo & Friends’.”
‘Oreo & Friends’ builds on the brand’s existing positioning, Stay Playful, to become ‘Bring home playful. Bring home Oreo’.
CREDIT
- Agency/Creative: Saatchi & Saatchi MEA
- Article Title: Oreo and Friends Packaging Design by Saatchi & Saatchi
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Arab Emirates
- Agency/Creative City: Saatchi & Saatchi Dubai
- Market Region: Africa, Middle East
- Project Deliverables: Branding, Creative Direction, Graphic Design, Packaging Design
- Format: Box
- Substrate: Pulp Carton
- Industry: Food/Beverage
- Keywords: Oreo, biscuits, snackfoods, pets
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Credits:
CCO: Sebastien Boutebel
ECD: Gautam Wadher
CD: Alok Mohan
Associate CD: Anika Marya
Senior Copywriter: Katie Handfelt
Art Director: Erick Canedo
Art Director: Namita Nair
Chief Strategy Officer: Tahaab Rais
Head of Strategy & Insights Strategic: Mazher Abidi
Strategy & Insights Director: Rosina Casserly
Business Director: Karim El Kari
Associate Business Director: Hiam Baltaji
Senior Executive: Dayana Atanasova
Creative Services Manager: Cynthia Sarkis
Production House: Prodigious MEA
Post Production: Optix Dubai
Media: Spark Foundry
Brand: Mondelez International
