Oreo gets tactical around Singapore haze

Oreo Facebook postAnother brand in Singapore has taken advantage of the poor air quality in Singapore currently.

In a tactical Facebook campaign, Oreo – which drew universal admiration for its quick thinking around the Super Bowl earlier this year with its ‘You can still dunk in the dark’ tweet – has posted an image of a gas mask with Oreo biscuits positioned over the air vents.

An email to journalists to promote the post, which carries the line ‘Breathe sweet, Singapore’, pointed out that it had prompted 483 likes and 181 shares in the four hours since it was posted.

Although the post was made on Oreo’s global Facebook page, which has 33m fans, the post can only be seen from Singapore.

The stunt comes on the same day as Adidas launched its own tactical stunt around the Singapore haze – which is the worst the country has endured for 16 years – offering Singaporeans free gym membership for a day on the condition that they own an item of Adidas clothing.

The agency behind Oreo post was Dentsu Möbius, a digital agency that was set up in Asia a year ago.


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