Objective
Launch and extend cookie masterbrand into new ice cream category.
Insight
OREO is the #1-selling cookie, so people want the real thing and don't purchase knockoffs.
Strategy
Communicate the authenticity of OREO as superior over generic cookies and cream knockoffs.
Narrative
Launch 'The Real One is Finally Here' campaign while driving excitement to try.
Result
#1 launch in ice cream for 2022, 3x awareness and 2.2x trial vs category average, beat Y1 sales forecast by +36%.
