Do you know that “Oreo” is the sixth hottest title folks give to black-and-white pets? You didn’t? Properly, that’s comprehensible; not even the model after which these animals obtained their names hasn’t been conscious of this reality up till only recently. In response to Rover.com, many pets proudly put on their names after the Mondelez-Worldwide-owned cookie model, OREO. Sadly, not most of the Dubai-based Oreos are fortunate sufficient to reside with their households for the remainder of their lives.
Forward of the Worldwide Homeless Animals’ Day (August 20), OREO steps in to sweeten the destiny of those furry beings within the UAE (in addition to those which aren’t known as Oreo), hoping that it will probably assist these four-legged pals discover their ceaselessly dad and mom. Teaming up with inventive company Saatchi & Saatchi MEA and in partnership with two of the most important pet rescues within the area — K9 Mates and Yanni Animal Welfare — the corporate launches the “Oreo & Mates” initiative.
“After we realized so many pets are named Oreo, we knew we needed to discover a technique to give again. Partnering with two of the largest rescues within the area has been an honor and we are able to’t wait to assist some animals discover the ceaselessly dwelling they deserve,” explains Ilona Morozova, Advertising and marketing Supervisor, Biscuits at Mondelez Worldwide, MENA.
The COVID-19 pandemic pressured folks to remain indoors. With their routines being disrupted, many turned to pets to hunt consolation. Sadly, after the world emerged from the pandemic and other people began to get again to their regular habits, the variety of deserted pets within the UAE elevated. Nonetheless, OREO’s playful spirit guides the model right into a inventive battle towards this phenomenon, tackling this disaster utilizing its packaging.
“In a rustic so closely populated by expats, pet abandonment is an actual problem as folks usually go away Dubai instantly for brand spanking new jobs and visa causes,” provides Sebastien Boutebel, Chief Artistic Officer, Saatchi & Saatchi. “The information is stuffed with tales of animal neglect. So, once we heard that lots of black-and-white pets named after the beloved OREO cookie had been arising for adoption, we had been impressed to launch ‘Oreo & Mates’.”
The model’s packaging is immediately recognizable, because of the enduring trademark blue that’s printed onto it. But, for this marketing campaign, OREO ditched the enduring blue shade, changing it with a monochromatic colour palette. It even modified the form of the packaging in order that it resembles three animal kennels — for canine, cats, and bunnies. The vary is offered as a restricted version and is at the moment bought on InstaShop. Moreover, a microsite has been created to help additional the initiative, the place persons are invited to find the pets out there for adoption and apply to show them into new family members.
“We have now so many pretty adoptable canine and we’re all the time on the lookout for new methods to achieve potential homeowners. It’s been superb partnering with OREO to assist animals discover a dwelling for all times,” says Solange Bornand, Supervisor, K9 Mates.
With the “Oreo & Mates” marketing campaign, the cookie firm reveals that it stays trustworthy to its model positioning, “Keep Playful,” which has now change into “Carry dwelling playful. Carry dwelling Oreo.” Gautam Wadher, Government Artistic Director, Saatchi & Saatchi Dubai, additional explains: “This initiative is playful and true to OREO’s spirit. However the intent is severe. Working immediately with two pet rescues, we’ve made the pets who’re up for adoption the celebs of all our communication.”
In its mission to assist as many pets as doable discover a new dwelling and to additionally honor Worldwide Homeless Animals’ Day, OREO has vowed to vary all social content material from merchandise to pets. This fashion, the model hopes that can draw folks’s consideration to how lovable these adoptable pets are.