The outdoor ad will be seen in Edinburgh and London and use data from the Royal Astronomical Society and TimeAndDate.com to track movement in the sky to create a simultaneous ‘Oreo eclipse’ in the ad.
Oreo has also produced a translucent cover wrap on today’s (20 March) copy of The Sun. The wrap will be printed in black and ‘eclipse’ the publication.
All of Oreo’s activity will be followed on social media through #OREOECLIPSE and will be supported by content across social media platforms throughout the day.
Jonathan Holden, marketing manager for Oreo says: “We want Oreo to be an even more iconic brand in the UK. Playfully putting it at the centre of a moment where the whole country will be looking in the same direction makes this idea the perfect fit with that ambition.”
The move falls in line with the brand’s ‘Play with Oreo’ strategy, which the UK team has invested £1.5m for this year. In January, Holden told Marketing Week that the brand is looking to move from being a product and brand that you can play with to being a ‘playful brand’. The brand received acclaim for its 2013 “You can still dunk in the dark” Twitter ad minutes after the lights went out during the Super Bowl.
On 21 February Nielson data showed that Oreo is now worth £33m, up 26% year-on-year.