The brand extension follows the launch of Oreo into the UK market in March last year.
Draftfcb London, which handles the brand’s ad account, has created a new TV ad which reinforces the “Twist, Lick, Dunk” eating routine, which has long featured in Oreo’s advertising.
The creative, entitled “Dunk, Dunk, Dunk”, shows a playful scene between two siblings sitting under the kitchen table.
As the sister teaches her younger brother to ‘twist, lick
and dunk’ his Oreo, the boy becomes excited when he discovers the biscuit’s chocolate centre.
The campaign is targeted at mothers whose children are aged between six and 12.
In April, Kraft changed the shape of Oreo packaging with the introduction of a new 154-gram roll pack format.
At the time, the FMCG company said that since Oreo’s launch into the UK it had generated retail sales of almost £17m.