Decades ago, Oreo introduced the Twist ritual as a fun way to enjoy the cookie, and it became a cultural norm.

To address our business challenges, we placed this ritual at the core of our strategy, portraying Oreo as a playful problem-solver and reshaping the narrative around the brand. This approach turned our ritual into a valuable asset.

Everyone knows that when you split an Oreo, the cream ends up on one side or the other.

However, not everyone is aware that MIT researchers confirmed in 2022 that it's impossible to predict which side the cream will stick to. We leveraged this unique feature of the Oreo and transformed the brand’s famous Twist ritual into an iconic and playful decision-making tool.

Our campaign turned every decision-making moment into a mini-game centered around the product.

Research from Cambridge University revealing that adults make up to 30,000 decisions daily was the foundation for our campaign.

Given this vast number, it’s no surprise that people sometimes wish someone else could decide for them. This insight resonates with millions worldwide and presents significant potential for earned media PR.

To bring a playful twist to decision-making, we created a campaign that allows people to engage whenever and wherever they need to make a choice.

We showcased the idea of 'deciding with a twist' in our films and through hundreds of messages tailored to common decision-making moments, distributed across traditional media, social media, and through celebrities and influencers.

This approach inspired people to unleash their creativity online, flooding the internet with thousands of posts and comments, and turning them into Oreo influencers.

We involved influencers and celebrities worldwide to demonstrate the concept of “deciding with a twist.” For a week, they let a cookie guide their decisions, sharing every detail of the decision-making process and outcomes on social media.

In Greece, an influencer ended up doing groceries in pajamas due to the twist, while German rapper Bausa changed his hairstyle and started taking ice baths, all because of the Oreo twist.

He is now preparing to remix his track, and the style of the remix will also be decided by a twist. And that’s just the beginning.

The campaign debuted in Spain, Portugal, Poland, Lithuania, Estonia, Bulgaria, Romania, EAM, and Greece, and will continue to roll out in over 25 countries across three continents. 'Trust The Twist' is officially the most epic relaunch the brand has seen in over a century—112 years, to be exact.

The campaign has been adapted into 32 languages across three continents, generating 1.9 billion impressions and over 500 million in earned reach so far. In some markets, sales have increased by up to 26 percent.

Over 800,000 decisions have been made with a twist of an Oreo, including one decision to get married.