Oreo Makes a Super Bowl Comeback: A Decade After Their Groundbreaking Twitter Move

Oreo will be back at the Super Bowl after more than 10 years since its last appearance, with a 30-second ad set to air during the February 11 championship game. The cookie brand, owned by Mondelez International, is aiming to make a bigger marketing impact in 2024, with The Martin Agency leading the campaign development. Director Dave Laden will be at the helm of the commercial, but specific creative details have not been disclosed by Oreo. A promotional image accompanying the press release shows Laden reviewing footage of a pair of hands forming a heart shape while holding an Oreo against a green screen.

"Michelle Deignan, the vice president of Oreo's U.S. business, announced that the iconic ad will kick off an exciting 2024 for Milk's favorite cookie. Stay tuned for more thrilling events throughout the next year." Oreo's initial Super Bowl appearance in 2013 was unforgettable, as the snack marketer presented the "Whisper Fight" ad with Wieden + Kennedy, depicting a heated argument that turns into a chaotic brawl over the best part of an Oreo - the cookie or the cream, all taking place quietly in a library, adding an ironic twist.

Oreo's shining moment during the event had nothing to do with its planned TV campaign. When the lights went out at the Mercedes-Benz Superdome in New Orleans, the brand tweeted "You can still dunk in the dark," bringing some comfort and humor to confused fans. This viral moment is still regarded as a prime example of quick thinking by advertisers and a significant moment for second screen engagement during live events. Recapturing that magic will be a challenge, as X (formerly known as Twitter) has undergone changes under owner Elon Musk, driving away many advertisers and diminishing the app's role as a real-time discussions destination. Despite this, Oreo remains active on the platform, recently posting "2024 is gonna be our year !!! watch this space."