As Oreo established themselves as the world’s number one cookie and embarked on their 100th anniversary, the brand team was looking for a vision for Oreo’s next chapter of growth. Specifically, what should Oreo do to ensure the brand and portfolio remain special?


Sterling Brands was engaged to develop a new brand vision and architecture through a robust global study including data excavation, stakeholder/partner interviews, global qualitative research with culture creative, adults, and children.

Sterling uncovered that across the globe Oreo represents optimism, freedom, imagination, and possibility for kids and adults alike. It’s less about childhood as a point in time and more about the spirit of childhood that’s relevant whether you are eight or 80 years old. We recommended they shift their global vision to focus on being an icon for childhood spirit, tapping into the wonder of childhood. The organization rallied around the idea “Full of Wonder,” which inspired the new portfolio architecture and campaign, “Wonderfilled.”