#OREO ECLIPSE Case Study

#OREOECLIPSE CLIENT: CAMPAIGN DATE: PUBLICATION: CAMPAIGN ELEMENTS: March 20, 2015 PUBLICATION: The Sun CAMPAIGN ELEMENTS:

The IDEA HOW TO ECLIPSE THE COMPEtitioN. The Oreo brand has achieved an iconic status in the US, and trades on its playful image to great effect. For millions of American children and adults alike, ‘milk and cookies’ means dipping an Oreo in a tall glass of the white stuff. The biscuit brand wanted to bring that sense of fun to the UK in a ‘media first’ moment, and – as a similarly playful brand – The Sun made the ideal partner to help Oreo eclipse the competition. Every 11 years there is a visible solar eclipse in the Northern Hemisphere, where the moon passes in front of the Sun. To celebrate this rare celestial event we proposed that Oreo – an iconic black circle – eclipse The Sun for the day.

THE EXECUTION We developed a translucent cover wrap around The Sun with black ink printed over to ‘eclipse’ the front and back pages. We accompanied this with fun and playful graphics befitting the Oreo brand in the inner translucent pages. More than 65 tons of translucent paper was required to fully wrap the Sun for the day: reaching more than two million readers in print – a first for the newspaper and the biggest ever translucent cover print run.  

The EXECUTION

THE EXECUTION

THE EXECUTION AWARDS: CAMPAIGN MAGAZINE ‘TOP TEN PRESS ADS 2015’ MARKETING’s ‘NEW THINKING AWARDS 2015’ NEWSAWARDS 2016 ‘PRINT INNOVATION OF THE YEAR’  

This was like a masterclass in collaboration rather than a conventional ‘media buy’. We needed to move quickly and decisively and that’s exactly what happened.”   – Matt Sanders, Managing Partner, PHD

TARA WHITEMAN Method at News UK Tara.Whiteman@news.co.uk