Oreo: Oreo Champions Lick

Oreo launches its Double Stuff Cookie in Israel with a wild campaign!
To highlight the double cream awesomeness of their newest arrival, Oreo has created an online challenge, inviting teenagers to "lick the cream off the Oreo biscuit as fast as they can" for the chance to win some awesome prizes.
The challenge is presented by President "Lickson" – the licking champion of the world. This pioneer Oreo character is endowed with a super-tongue, and in the new online ad he performs a variety of tongue exercises while inviting the audience to get their own tongues into shape for the challenge ahead.
"The biggest challenge for us was figuring out how to characterize our coacher figure in a way that would reflect on the brand essence" says film director Tal Zagreba, who was brought in to help develop and direct the campaign "luckily for us, the essence of this brand is pure fun!"
The campaign targets ages 13-18, is being launched on Instagram, Facebook, YouTube and Snap, offers a wide array of delicious licking action
"We had a lot of fun creating this campaign," says Adam Peled, Creative Director of Oreo Israel. "We wanted to invent an original and prominent character, who will appeal to the hard-to-please teenage audience, and embodies Oreo's brand values. Oh, and we wanted him to have super powers."
The campaign was created by the BYL Advertising agency for Oreo Israel and will run through the better part of January.