2022 Winners & Shortlists

TREATFAILS

BrandOREO
Product/ServiceOREO RECIPES
EntrantSAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
CategoryConsumer Goods
Idea Creation SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
Media Placement SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
Production SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES

Background

For years, Oreo have shown the world how to make the most gorgeous, most delicious cakes. So much so that today Oreo cakes are amongst the world’s most popular cakes. This year for Halloween, Oreo wanted to reach out to new bakers and grow the popularity of its cake recipes.

Describe the strategy

Cakes have always been portrayed as these gorgeous, often elaborate pieces of art. The problem is, that while everyone can bake a cake, everyone isn’t an artist. Our strategy was to go in the opposite direction that Oreo had promoted cakes for all this while. For the first time ever, instead of showcasing a mouth-watering cake, we decided to show cake fails - attempts at glory that fell scarily short. We knew we could do that because no matter how bad your cake ended up looking, with our recipe it would still taste delicious.

Describe the execution

Duration: 1 week Region: Middle East & Africa (Kuwait & UAE as key must win expat markets followed by KSA) Number of airing placements : 12 placements in total POS in top retailer & modern trade Social conquest across top social platforms (FB, Instagram, FM messenger & ) & UGC on Tiktok & Twitter

List the results

By representing cake fails in our communication, we were able to connect with a whole new audience. In just one week, we were sent pictures of 189 cakes that looked scary but tasted great. In fact, our cake fails were so popular that we gave them official names and published their recipes.  We also received 87k+ unique page visits on our website and 43k+ recipe downloads  

Credits

Name Company Role
Sebastien Boutebel Saatchi & Saatchi MEA Regional Executive Creative Director
Gautam Wadher Saatchi & Saatchi MEA Executive Creative Director
Alok Mohan Saatchi & Saatchi MEA Creative Director
Eduardo Cesar Saatchi & Saatchi MEA Senior Art Director
Lucas Fuse Saatchi & Saatchi MEA Senior Multimedia Designer
Mahmoud Abdelfattah Saatchi & Saatchi MEA Photographer
Ramzi Sleiman Saatchi & Saatchi MEA Managing Director
Karim El-Kari Saatchi & Saatchi MEA Business Lead
Warda Amrani Saatchi & Saatchi MEA Account Director
Hiam Baltaji Saatchi & Saatchi MEA Associate Account Director
Lara AbiZeid Mondelez Marketing Manager Chocolat & Biscuits, ME / Pakistan
Ilona Morosova Mondelez Equity & Innovations Manager, Biscuits
Krinio Christaras Mondelez Head of Media & Consumer Experience MENAP
Prasanna Raghuraman Mondelez Category Manager, Chocolat & Biscuits
Links
Website URL