Twist On It

The idea

Every OREO comes with a decision built in: which side does the creme stick to? Twist On It turns that into a way of life. Can’t decide? Twist an OREO and let the creme choose for you. The brief was to take the TV films and build a whole year around them: bigger launch ideas, more social thinking beyond the shoot, the key occasions, and a packtivation that actually moves product.

Stage 1: A Twist Is Coming

Before the launch, the city starts asking questions. Arabic OOH and animated posts ask “Did you think hard before that decision?”, “Not sure about your choice?”, “Final answer?” Then come five-second bumpers that cut away just as things go wrong. Stay tuned.

Stage 2: Twisting Things Up

The TVCs land (a washing machine on the move, a VAR decision gone sideways) with fit-to-social revealers cut around the reactions. On set, the cast and crew let the twist decide everything, from camera angles to line readings. In feed, Twist on Opinions settles debates like milk-before-cereal. Influencers hand an entire day to the cookie, and the campaign line becomes a meme: اختياراتك مدمرة حياتك؟ خلي الكريمة تختار مكانك.

Stage 3: Just Keep Twisting

The twist turns up wherever people already are:

• Music. For World Music Day, Anghami’s Shuffle button becomes a Twist button, and an AI song-maker builds a track one twist at a time.
• Voice. “Hey Siri, twist on it” replaces flipping a coin.
• Occasions. Valentine’s dates decided by the creme, Mother’s Day for the mum who always knows, naughty-or-nice Christmas, New Year resolutions, and a back-to-school charades tin you can only play by twisting.
• Shelf & screen. A QR sleeve that tracks every cookie you twist toward prizes, decision packs, mall OOH, and e-commerce prompts like “Follow your heart / Second-guess your existence.”