Carlsberg And Oreo X Game Of Thrones

In what was a busy month for PR campaigns, April saw Fosters revive its ‘Good Call’ campaign, Argos declare ‘furniture but make it fashion’ and Nike congratulate Tiger Woods on his fifth Master’s Tournament win. However, our favourites involved 2,750 Oreo cookies and probably not the best beer in the world.

The globally recognised brewer launched its latest campaign to promote the release of its new pilsner, following a series of mean tweets about the taste of its original beer – not an ideal situation for a brand which has used the strapline ‘probably the best beer in the world’ for years. However, Carlsberg used this to its advantage and created a multi-channel campaign to highlight the release of its new brew, by admitting that maybe the original wasn’t the best after all. The £20m campaign kicked-off with five promoted tweets, plus print adverts in leading national press, before posting a video of its staff reading aloud the mean tweets which sparked the entire campaign – this all helped to garner mass interest, from both the media and the public.

Why we like it: The campaign raised awareness for its newest product, except instead of creating an entirely new idea, it flipped an already globally recognised campaign on its head and incorporated humour. This not only humanises the large corporation, but it is also a medium that appeals to the majority. The multi-platform approach further cemented the campaign because it ensured that it made a big impact.

Ahead of the release of the final series of the world-renowned HBO series, Game of Thrones, a hub of activity was launched to celebrate and build anticipation for the last chapter of the show. Part of this included Oreo recreating the infamous show opening out of, you guessed it, Oreo’s. The stop-motion title sequence was meticulously recreated using 2,750 cookies and is one of the brands largest-ever collaborations. The video was supported by a social media campaign and positioning on the brand’s website, where fans could pledge their loyalty to House Lannister, House Targaryen, House Stark or the Night King, to further build on the collaboration.

Why we like it: The campaign demonstrates that Oreo understands its consumer by perfectly tapping into the interest its target market has in award-winning television drama. The campaign also produced creative content that can easily be shared on social media, thereby increasing the brands profile.