The Daily Twist campaign for Oreo is not the only one to embrace frequent updates. The campaign is indicative of efforts by marketers and agencies to acknowledge the sped-up internal clocks of consumers as new technologies have resulted in increased expectations of content delivered instantly. As the 100th day nears, Kraft Foods and the agencies are making plans to produce the final ad next Tuesday in attention-getting fashion: live, in Times Square and based on ideas submitted by consumers in person and through social media. The campaign is to last 100 days in a nod to an elaborate celebration by Kraft Foods of the 100th anniversary of Oreo, which started in March. The subjects of the Daily Twist ads have so far included gay pride, Elvis Presley Week, Bastille Day, the Mars rover, Talk Like a Pirate Day, the introduction of the Apple iPhone 5 and the Emmy Awards. The campaign is offering a whimsical, humorous or eye-catching ad each day to the more than 27.9 million people who “like” Oreo on Facebook the daily ad can also be seen on, Pinterest and Twitter.
Kraft Foods, which makes Oreo cookies, and a team of agencies has been finding out since late June when they began collaborating on a campaign for the brand called Daily Twist - a riff on the “twist, lick and dunk” ritual followed by many Oreo fans. IF, as the saying goes, an apple a day keeps the doctor away, what, if anything, does an ad a day do?
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