The individuals who make the favored Oreo cookies need to use the Tremendous Bowl to introduce a brand new twist on an outdated favourite.

A 30-second advert that airs within the second quarter of CBS’ February 11 broadcast of Tremendous Bowl LVIII suggests that individuals all through historical past have used the best way they twist open an Oreo to make vital selections which have affected our world. In a single scene, guards enable the Trojan Horse to enter the town fo Troy. In one other, “Kardashians” clan chief Kris Jenner opens an Oreo to assist her decide if her household ought to be in a brand new actuality collection.

“We all know that many individuals, once they eat Oreos, they twist it aside and eat it,” says Michelle Deignan, vp of U.S. Oreo operations, a part of Mondelez Worldwide, throughout an interview. “We began to consider how we may have slightly little bit of enjoyable with this.” The corporate, she says, has been cooking up its Tremendous Bowl business since March.

However the iconic cookie hasn’t been within the Large Recreation since 2013. Along with working a TV advert in recreation, Oreo received discover for its use of social media to remark shortly on a lack of energy throughout CBS’ protection of Tremendous Bowl XLVII. “You’ll be able to nonetheless dunk at midnight,” Oreo’s Twitter feed mentioned on the time, simply as viewers and the community had been scrambling to determine how the motion would proceed at Mercedes-Benz Superdome in New Orleans. The publish, which went viral, confirmed what an advertiser can do by pondering shortly and weaving themselves into occasions in actual time.

In 2024, Oreo nonetheless needs to be a part of the dialog. To try this, says Deignan, the advertiser should ensure that its message comes by way of, even because it tries to face out with the humor and the kind of superstar cameo that Tremendous Bowl viewers have come to count on.

The advert by no means abandons the cookie it’s supposed to advertise. “What’s most vital is model distinctiveness. We are able to all bear in mind these advertisements that aired at Tremendous Bowl that had been magnificent tales, however can’t bear in mind what they had been for,” says Deignan. “We all the time need to ensure that the branding half is distinctive, and what we actually love about this advert is it pulls at nostalgia and enjoyable and comedy, however truly it has Oreo on the heart of the story.”

Oreo labored with Interpublic Group’s Martin Company to plot its Tremendous Bowl idea.

There could also be extra Oreo “twists” in months to come back, says Deignan. Executives consider the artistic idea “has plenty of legs for your complete model,” she says. “We see the Large Recreation launching what’s going to be a playful, provocative solution to put Oreo within the cultural dialog.” The “twist” thought may present “a longstanding standpoint for Oreo, as a result of it’s so enjoyable and so easy.”

In the meantime, search for Oreos to indicate up in different cultural conversations forward of the large occasion on CBS. The cookie ought to make an look on ABC’s “Jimmy Kimmel Reside” within the days main as much as the extravaganza, and the late-night cameo simply would possibly whet viewers’ appetites for Oreo’s Tremendous Bowl look.