The aptly named daily newspaper The Sun played a key part in the campaign, with a black translucent cover wrap carrying an image of a cookie which gives the effect of 'blocking out' The Sun. The campaign was devised by PHD Media, who claimed the ad was the biggest ever translucent cover print run.
|The Sun and Oreo worked on this clever real-time marketing campaign (Image: Adweek)|
Oreo combined this press initiative with a range of outdoor advertismenets, with digital screens in London and Edinburgh using information from the Royal Astronomical Society and TimeAndDate.com to replicate the movement of the moon in the sky with the top layer of an Oreo. The idea was a huge success, as the movement of the giant biscuit coincided almost perfectly with the movement of the moon itself.
You can enjoy an #oreoeclipse more than once https://t.co/aAEjooSqU6
— Oreo Cookie (@Oreo) March 20, 2015
The campaign was supported throughout the day on Oreo's social media channels with the hashtag #OreoEclipse, in an effort to improve the brand's presence in the UK.
The cookie company's marketing manager told The Drum: "We want Oreo to be an even more iconic brand in the UK. Playfully putting it at the centre of a moment where the whole country will be looking in the same direction makes this idea the perfect fit with that ambition."
Friday's eclipse dominated conversation on social media, and after this great advertising effort from Oreo, it's a shame that we have to wait until 2026 to see what they have in store for the next one!