How do you eat your Oreo cookie? Kraft Canada is asking Canadian families to share their cookie consumption skills in a new promotion that aims to crown the first family of Oreo licking.
The promotion, developed by MacLaren Momentum, uses online, TV, point of purchase, a special-edition package and social media tools to introduce consumers to the Teddls, the original family of the Oreo Lick Race.
They’re introduced through a movie-style trailer hosted on OreoLickRace.com and CourseOreo.com.
The story is set in the late ’70s and reveals each family members’ individual Oreo Lick Race skill and training regime, which includes tongue lifts and blindfolded cookie dunking.
Consumers are encouraged to upload a photo or video of their family for a chance at a family adventure travel package.
According to the site, the submission should depict the family’s lick-racing talents, using one of the six steps: twist, lick, show, dunk, eat and drink.
The top 10 submissions will be featured on the site. The contest closes Aug. 28, with judging taking place shortly thereafter.
“This promotion is building the equity of the Oreo Lick Race by utilizing its basic elements on a whole new level,” said Stephanie Chan, associate consumer promotions manager at Kraft Canada, in a release. “This year the program moved away from the traditional one-on-one challenge and encourages the family to play together.”
The site includes training games, a game board download and the chance to challenge friends via Facebook.
Consumers can also enter the UPC code found on any Oreo cookies product to unlock Teddls family secrets that can add to their Lick Race knowledge. Rich-media ads on Canoe.ca, Canada.com and Yahoo.ca, as well as television spots on W, CMT and YTV support the campaign.
