The collaboration between FCB and Oreo for the Double Stuf Oreo campaign was designed to celebrate the extra crème filling and amplify the playful ritual of twisting, licking, and dunking. I created a high-energy "Lick Race," where participants competed to twist, lick the crème off an Oreo, and finish a glass of milk the fastest. This concept became a global sensation, boosting sales by 8%. Due to its success, Kraft Global expanded the campaign to other markets, including Canada, England, Lebanon, and Jordan.
The Double Stuf Oreo Lick Race campaign evolved to include celebrity endorsements, with commercials starring NASCAR driver Greg Biffle, NFL brothers Peyton and Eli Manning, and tennis superstars Serena and Venus Williams. Their involvement added star power to the already popular campaign, further engaging audiences and elevating the Lick Race to a new level of cultural significance and solidifying the campaign’s status as a global phenomenon.
The campaign's creativity and impact earned the prestigious Super Reggie Award for integrated marketing excellence, by The Promotional Marketing Association.
Thousands of people organically created their own Double Stuf Oreo Lick Races at home and uploaded their videos to YouTube.
To go with the 'Ready. Set. Lick.' tagline, we created a limited edition Double Stuf Oreo stamp.
OREO is Milk’s favorite cookie. Below are 2 print ads featured in the campaign.
