With a six-month planning and for the first time in its history, the Oreo brand launched in Mexico, in alliance with the Fundación Crescendo con la Música México, the “Christmas is shared with OREO” campaign, as a sign of its commitment to create connections with people.
The project seeks to connect with the Christmas spirit, magic and people through music, the DNA of the brand. The “Christmas is shared with OREO” campaign includes a donation of musical instruments and the allocation of scholarships to 55 young musicians from communities in vulnerable situations with the aim of continuing their musical training; and contribute to the preparatory or university education of advanced students and outstanding graduates.
The donation will be distributed during 2022, and the young scholarship recipients will have the opportunity to continue developing their talent, in addition, they could be part of the commercial interpretation of the original Christmas carol “OREO NAVIDAD”, under the baton of Chacho Gaytán, renowned Mexican producer and composer and creator of the song.
“We want to create a big impact with small actions, in line with the brand’s purpose of generating fun connections with our loved ones. But also one of our main objectives is to strengthen students’ self-esteem, learning capacities and values through the development of artistic abilities ”, highlighted Pilar Sánchez, CMO of Mondelēz México.
For this first Oreo® social campaign, the young people of the foundation could be part of the interpretation in the commercial of the Christmas carol, which they launched with different versions of the commercial: from a karaoke, to a documentary to fully understand the cause of the campaign, where a comprehensive dissemination in the media was contemplated. In addition, for the first time Oreo® will be present with a song on Spotify.
“At Oreo® and in each of our brands we have a permanent commitment to our consumers and this campaign is an example of our global strategy that we have called Humaning, which reorients the marketing of Mondelēz México to create connections with people and discover what it really unites us, ”added Pilar Sánchez.
With “Christmas is shared with OREO” the brand seeks to foster family connections through music and through the Christmas carols that are so relevant at this time. But they also seek to be a vehicle for the dreams of young promises of music to be fulfilled, in one of the most special seasons for all, where it is clear that magic is possible.
“Christmas is a time that fills us with memories and excites us for the opportunity to spend time with our loved ones. That spirit of happiness and warmth that these holidays inspire in us is what is behind our campaign. We want that when people listen to the Christmas carol that these talented young people sing, they will be as emotional as we are, and that they know that a great foundation such as Fundación Crescendo con la Música México is behind this wonderful project ”, said the spokesperson.
Among Oreo’s initiatives, there is also the “Alliance for Child Welfare”, with Save the Children Mexico, which has directly impacted around 40,000 boys and girls and their families since 2015, promoting the adoption of lifestyles. healthy. In 2018, the commitment was reaffirmed by train for more years and teachers from 28 public schools have been trained.
Reference-www.eleconomista.com.mx