Mondelēz Oreo
Brand safety and moderation at scale.
Keeping OREO sweet online and in community.
The Question
Over 40 billion Oreos are made and enjoyed each year across the world.
With so many cookies in circulation, how do you ensure safe consumption and protect the brand from potential crisis issues online?
The Thinking
Oreo needed a strategy that integrated seamlessly into the larger Mondelez operation, working as part of the “factory” to maintain consistency at scale. But social requires more than process.
It demands a thoughtful, elevated approach with deep understanding consumers and culture to know exactly which lever to pull for brand reputation and consumer trust.
The Answer
We act as an extension of Mondelēz, as Oreo’s consumer care center on social.
From broken cookies to intercontinental geo-politics, we engage directly with the community, answering questions, resolving issues, and keeping a pulse on potential crises.
Our approach ensures Oreo lovers feel heard, valued, and satisfied.
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