CREATIVE STRATEGIST
Oreo: Enjoy Together, Wherever
The Problem
With over 300 new beverage brands launching annually, Ninja Kitchen faced a saturated category built on constant novelty and rapid trend cycles.
For the brand, the challenge wasn’t just awareness—it was making a durable hardware product feel culturally relevant in a space dominated by fleeting drink trends.
Standing out required more than product features; it demanded a way to tap into culture at the speed of conversation.
The Strategy
We identified “dirty soda” as a fast-rising cultural phenomenon—one that was already dominating social feeds but lacked a clear brand owner.
Instead of competing with beverage brands, we inserted Ninja directly into the trend itself.
We partnered with the cast of The Secret Lives of Mormon Wives, whose personas embody playful rebellion and are intrinsically tied to the dirty soda movement.
This collaboration allowed us to blur the line between product and culture—transforming Ninja’s soda maker from a tool into the enabler of the trend.
Custom flavor packs and social-first content brought the experience to life, designed for virality and participation.
By embedding the product within an existing cultural moment, we turned a functional appliance into a conversation driver.
The campaign cut through the noise—fueling +$14.7MM in segment growth, driving a +400% increase in brand mentions, and earning coverage in outlets like Adweek.
Challenge
-
Playful moments slip away from us amidst hectic schedules and familial obligations. As a result, everyone misses out on the benefits of playfulness - stress relief, a boost in creativity, and deeper relationships. Playfulness is integral to happiness, and Oreo wants to be the permanent bridge between millenial families and playfulness.
Research Findings
-
Around 2/3 of millennial parents say they like to bake as a way to spend time with loved ones.
-
Over 3/4 of millennial parents spend more time with family as a result of the pandemic.
-
Over half of millennial parents report eating Oreos with family members
.
-
Oreo is an iconic household brand that is enjoyed as a snack, but not always included in family time.
The Insight
-
Millennials parents use baking as a way to connect with their families, and families are spending more time together at home due to the pandemic. Now more than ever, there are many opportunities to create playful connections with one another.
Single Most Important Idea
-
Oreo needs to inspire millennial families to bake together as a form of family time, reminding consumers that families can enjoy Oreo together, wherever they may be.
The Solution
-
The “Enjoy Together, Wherever” campaign is launched via a TV spot and Oreo's YouTube channel.
-
#BakeWithOreo will be used across social media channels for consumers to share how they include Oreos in their family time
-
When a recipe-sharing post is created using #BakeWithOreo, users will be automatically entered into a sweepstakes where they can win a custom Oreo Take-Care Box, as well as the opporunity to take over our social media for a day.