Cookie or Creme? - OREO Asks Fans to Choose Their Favorite

          Cookie or Creme? - OREO Asks Fans to Choose Their Favorite

World's Favorite Cookie Launches Latest Campaign during America's Biggest
Football Game

PR Newswire

EAST HANOVER, N.J., Feb. 3, 2013

EAST HANOVER, N.J., Feb. 3, 2013 /PRNewswire/ --Following a global
celebration of its 100^th Birthday, OREO, the World's Favorite Cookie,
launched its latest marketing campaign "Cookie vs. Creme," during America's
biggest football game. The premiere of OREO "Whisper Fight," which is the
brand's first time advertising during the Big Game, kicks off a two-month
program that focuses on the long-standing disagreement dividing OREO fans —
which part of an OREO is the best, the cookie or the creme?

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"Coming off our incredible 100^th birthday celebration, we are thrilled to be
showcasing the iconic OREO brand on this national stage," said Lisa Mann, Vice
President, Cookies, Mondelez International. "We knew we wanted to kick off the
next 100 years for OREO in a big way, and what better way than by bringing the
long-standing disagreement of cookie versus creme to one of America's biggest
television events."

The 30-second TV spot depicts a passionate disagreement of "Cookie vs. Creme"
by two men seated in a quiet library. The conversation escalates into a heated
scuffle, culminating in pandemonium. In addition to "Whisper Fight," a second
spot is slated to air starting March 11 on major U.S. cable networks. Both
spots were created by Portland-based ad agency, Wieden + Kennedy.

Throughout the campaign, OREO will continue to engage consumers in the Cookie
vs. Creme disagreement through a number of digital activations, beginning with
"#cookiethis/#cremethis" during the Big Game. OREO is asking its fans to check
out the new OREO Instagram profile and hashtag a photo they love with
#cookiethis or #cremethis. Over the course of a three-day period, OREO will
select a number of photo submissions and work with a team of artists to create
sculptures using the fan's favorite part of an OREO, the cookie or the creme.
The sculpture creations will be photographed and uploaded to Instagram for
fans to see and share.

The campaign will be supported by owned media, digital and mobile ads, search,
public relations and in-store point of sale. Starting Monday, February 4^th,
consumers can also get involved in the "Cookie vs. Creme" conversation at
select retailers across the country through a number of promotions, including
texting cookie or creme to 63065 for a chance to win $100,000.

For more information on OREO and the new "Cookie vs. Creme" campaign, please

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate,
biscuits, gum, candy, coffee and powdered beverages. The company comprises
the global snacking and food brands of the former Kraft Foods Inc. following
the spin-off of its North American grocery operations in Oct. 2012. Mondelez
International's portfolio includes several billion-dollar brands such as
Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits,
Tang powdered beverages and Trident gums. Mondelez International has annual
revenue of approximately $36 billion and operations in more than 80
countries. Visit and

About OREO

OREO is the world's favorite cookie, enjoyed by families and friends in more
than 100 countries around the world. As one of Kraft Foods' 12
"billion-dollar" brands, OREO is the best-selling biscuit of the 21st century
with more than $2 billion in global annual revenues. The OREO cookie twist,
lick and dunk ritual has become the signature way to enjoy this iconic cookie
for many different cultures around the world. OREO has a Facebook community of
more than 25 million OREO lovers around the globe, representing 200+ countries
and dozens of different languages. OREO ranks among the top five brand
Facebook pages in the world. OREO celebrated its 100th birthday on March 6,
2012. Visit

Kimberly Fontes
Mondelez International

Alan Keane
Weber Shandwick


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