Although the previous Oreo commercials won several international awards, the product look and feel in the TV commercials achieved only insufficient acceptance in terms of ‘appetite appeal’. Oreo therefore approached VERTIKOM Switzerland to find out the reasons. Based on our experience, we know that food productions require a very sensitive conception. A “cognitive censor” differentiates in the viewer/consumer between the look of fake and real food. The unbalanced use evokes an intra-individual tension, which is unconsciously perceived as unpleasant by the consumer. This results in involuntary counterproductive emotions and rejection. Together with the creative agency and the marketing team, the new digital campaign was then developed under the motto ‘taste first’.
The new clips achieved top scores in terms of appetite appeal. The conceptual implementation and supervision by VERTKOM Switzerland completely convinced Mondelez. Especially since we succeeded in further optimizing the integration of the cost advantages and variability of the use of CGI. Our concept of food staging was set as a new standard by our client. This standard is now authoritative and will be adapted to the entire Mondelez Biscuits category.
