‘Lick for It’ campaign

On 6 July, Oreo Double Stuff launched a 60 second advertising campaign in the UK featuring the stars of The Only Way is Essex. The ad sees James Argent (Arg), Tom Pearce and James ‘Diags’ Bennewith resolve a disagreement by taking part in an Oreo Double Stuff ‘lick race.’

The ‘lick race’ is a phenomenon where two parties race to lick the crème from an Oreo Double Stuff biscuit, with the first to lick theirs clean being named the winner. Oreo Double stuff is the same classic crème-filled chocolate Oreo but with a double portion of the filling.

The ad forms part of the wider Oreo Double Stuff “Lick For It” campaign which aims to help settle disagreements across the web by delivering content in the spaces and places where arguments naturally occur. The campaign also features
a partnership with ChannelFlip that sees five of the UK’s biggest teen YouTube Vloggers, including Amazing Phil, Don’t Flop, Emma Blackery, TomSka and KickthePJ, create their own ‘Lick For It’ videos. Consumers can also submit their own virtual Lick Race to be resolved on the campaign hub www.oreodouble.com.

Jonathan Holden, senior brand manager, Oreo says “The lick race is such a rich content territory that we wanted to bring it life in as many ways as possible – combining talent from TOWIE and some of the best up and coming Youtube vloggers gives us a huge breadth of content that is authentic and entertaining, but still remains unmistakably Oreo.”