Kraft’s Oreo Takes Super Reggie

Superstar athletes Eli and Payton Manning and Venus and Serena Williams have a long track record of winning trophies. But on Tuesday they had to watch from the sidelines, figuratively at least, when the Promotional Marketing Association handed a Super Reggie award for the best integrated marketing program to the campaign that featured the sports siblings in Kraft Foods Global’s Oreo Double Stuf Racing League.

The award was one of 17 Gold, Silver and Bronze awards given out Tuesday night at the PMA’s 26th Reggie gala, a featured part of the association’s annual integrated marketing conference held in Chicago.

The Super Reggie was given jointly to all the agencies that contributed to the 2008 Oreo DSRL promotion: Draftfcb (general and promotional advertising); Razorfish (digital marketing); Digitas (online media); Media Vest (media), IMG (experiential) and Weber Shandwick (PR). The agencies also shared a Gold Reggie for the same campaign as winners in the “National Consumer: Budget over $5 million” category.

Teased in December 2007 and rolled out in early January 2008, the Oreo DSRL elevated the “split and lick” ritual of Oreo eating to the status of a professional sport. NFL star quarterbacks the Mannings kicked off the initiatives with a mock televised press conference to announce that they were officially becoming “two-sport” competitors. The public was invited to visit a Web site to guess the nature of the new competitive arena.

The pair unveiled their cookie-licking aspirations in a second TV spot during the run-up to the Super Bowl, encouraging fans to join the Oreo Double Stuf Racing league and to get DSRL gear. The public was also able to enter a sweepstakes that awarded 10 winners a three-day trip to New Orleans to take part in a Double Stuf Lick Race competition and compete for a $10,000 prize in early July.

Kraft promoted the DSRL sweepstakes by placing the image of the Mannings on 15 million Oreo packages and though in-store and point-of-purchase displays. An instant-win game on the Web site let visitors enter for a chance to earn one of 2,000 DSRL “training kits”, including a cooler, two glasses and a branded jersey.

The Williams sisters appeared in a second round of ads aired after the Olympics in August, challenging the Mannings to cookie-licking supremacy in what was billed as the “ultimate sibling rivalry.” The campaign returned to the airwaves in January during the National Football Conference championship game.

“The Oreo Double Stuf Racing League campaign from Kraft and its agency partners is an amazing example of how marketing can truly make a difference in a company’s bottom line,” PMA president Bonnie Carlson said in a statement. “Integrated marketing is not just about building ‘buzz.’ It’s about building brands.”

Gold, Silver and Bronze Reggie winners in all the categories were as follows:
National Consumer: Budget over $5 million 

Gold: Oreo Double Stuf Racing League campaign (Client: Kraft Foods Global; Agencies: Draftfcb/Razorfish/Digitas/MediaVest/Weber Shandwick/IMG)

Silver: AT&T Team USA soundtrack (Client: AT&T; Agency: The Marketing Arm)

Bronze: How Sweet the Sound (Client; Verizon Wireless; Agency: Momentum Worldwide)

National Consumer: Budget $1 million to $5 million

Gold: Kmart Spring Style Showoff program (Client: Kmart; Agency: Draftfcb)

Silver: Unilever Soundcheck (Client: Unilever; Agency: Lunchbox)

Bronze: GMC and Ellen “Whuuttt the February” Acadia launch (Client: GMC; Agency: Digitas, Leo Burnett, SMG)

National Consumer: Budget under $1 million

Gold: The Most Interesting Show in the World (Client: Heineken USA – Dos Equis; Agency: Mirrorball)

Silver: Orbitz Fill the Place (Client: Orbitz; Agency: GMR Marketing)

Bronze: Sony VAIO My Graphic Splash PC Design Contest (Client: Sony Electronics; Agency PowerPact)

Local/ Regional Market: Budget over $1 Million

Gold: Gotham Tonight (Client: Warner Bros.; partner: Comcast)

Silver: How Sweet the Sound (Client; Verizon Wireless; Agency: Momentum Worldwide)

Bronze: Uni-ball Jetstream Your Way to Beijing (Client: Uni-ball Jetstream Pens; Agency: NBC Skycastle)

Local/ Regional Market: Budget under $1 million

Gold: TBS 10 Items or Less Grocery Partnerships and Premiere Events (Client: Turner Broadcasting System, Inc.; Agency: SKI Activation)

Silver: Husky eXtreme 24 Hr. Challenge (Client: USSTC; Agency: Colangelo)

Bronze: The King's Wallet Drop (Client: Burger King Corporation; Agency: Legacy Marketing Partners)

Experiential Marketing: Budget over $1 million

Gold: Nickelodeon's Slime across America (Client: Nickelodeon; Agency: Oasis)

Silver: Reader Revolution (Client: Sony Electronics Inc.; Agency: AIM)

Bronze: Charmin NYC Restroom Experience (Client: Charmin; Agency: Gigunda Group, Inc.)

Experiential Marketing: Budget under $1 million

Gold: Spirit of Amsterdam (Client: Heineken USA – Amstel Light; Agency: Mirrorball)

Silver: The Most Interesting Show in the World (Client: Heineken USA - Dos Equis; Agency: Mirrorball)

Bronze: Laughing Cow Wedges Lafé (Client: Bel Brands, USA; Agency: Alcone Marketing)

Best Cause or Corporate Social Responsibility Marketing Campaign

Gold: How Sweet the Sound (Client: Verizon Wireless; Agency: Momentum Worldwide.)

Silver: Reader Revolution (Client: Sony Electronics Inc.; Agency: AIM)

Bronze: Keep Gym in School (Client: NFL Network; Agency: Civic Entertainment Group)

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