Oreo Plans a Super Bowl Twist With Kris Jenner Ad - Hollywood Reporter

A decade after its infamous "You can still dunk in the dark" tweet that sparked a thousand marketing case studies, Oreo is planning an official return to the Super Bowl in 2024 … with a twist.

No, really, the twist is the point.

For its 2024 Super Bowl commercial, the iconic creme-filled cookie is leaning into something it knows fans of the snack do: Twist the cookie apart.

"We know consumers who eat Oreo, a lot of them twist their cookie before they pop it in their mouth," says Michelle Deignan, VP and GM of the Oreo brand, in an interview with The Hollywood Reporter. "So we started to have a little bit of fun with that, and kind of work through 'how do we use this as we think about the brand a bit more?' because it's actually a behavior that consumers do already."

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The result is a commercial (a 30-second ad will air during the game, with a 90-second extended version online) that sees big moments in history hinge on the twist of an Oreo. Including, it turns, that fateful decision from Kris Jenner to pursue a reality TV show.

"So every little detail about our family would be on TV? Who would watch that?" Jenner says in the spot, before twisting on the decision.

"As you think about things that change culture, this whole idea of reality TV came up, and the Kardashian family really did change and were at the forefront of culture as they launched that Kardashian show," Deignan says. "So it was a perfectly playful way I think, for us to tell that cultural story in history for Oreo. But also more than that, it was, if you look at the history of the Kardashian show itself, organically they're huge fans of the Oreo brand."

The fateful tweet in 2013 (it came while the game was in a delay due to a blackout at the stadium) was an opportunistic hijacking of the cultural moment (the tweet overshadowed the official ad the brand ran during the game).

"We put real time marketing on the map. I mean, you know, things going viral weren't really like a thing back then," Deignan says. "It was a magic thing that took off and I think that's exactly what Oreo is about. We always strive to be front and center of culture."

In contrast, the new spot is about reminding consumers that Oreo has always been a snack at the top of consumer minds.

"This is really about Oreo, putting itself into cultural conversations," Deignan says. "It's a little bit like we're always playful, but probably being a little bit more playfully provocative for the brand, as we look to really push the iconicity and the cultural relevancy of Oreo."

The extended version of the spot is below.