Brand Barometer: Oreo's latest viral campaign reviewed

Oreo: showcasing 'ground-breaking' technology
Oreo: showcasing 'ground-breaking' technology

Social video expert Goviral evaluates the latest Oreo viral campaign, with "ones to watch" from Dove, Heineken and Old Spice.

 

The idea is fresh, but the delivery leaves a lot to be desired.

6 / 10

Oreo: Separator Machine #4

After the recent success of its Super Bowl ad, 'Whisper Fight', Oreo is back with a series of videos showcasing some 'ground-breaking' technology to... separate a cookie.

Robotic butler HERB is the latest addition to the Separator Machine series; viewers of the viral learn how it separates the cookie from cream. As bizarre as all this sounds, the performance is impressive and the video is quite funny. HERB is not just an intelligent machine, but also quite an actor, with its own opinion about the best part of an Oreo cookie.

The idea is fresh, but the delivery leaves a lot to be desired.

The video is too long and the first 40 seconds are confusing and, frankly, not appealing. Viewers will most likely drop off too early and miss out on the plot. Although longform content is good for executing ideas such as this, brands cannot forget about three key points: instant attraction, audience hook and storytelling.

Ones to watch: Viral hits from this week

Dove - Thought before action

Dove returns to its 'Campaign for real beauty' with a Photoshop stunt aimed at art directors and photo retouchers, whom the brand accuses of 'manipulating our perceptions' of beauty.

Heineken - Deja vu

The beer brand has launched this ad globally on Facebook and YouTube. It shows a suave hero attending a series of glamorous parties around the world while being pursued by bad guys.

Old Spice - Meet the Wolfdog

Old Spice has a humorous dig at marketing directors in this online ad. It introduces 'Director Wolfdog, Old Spice's new director of marketing' to promote the brand's Wild Collection.

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