Super Bowl

Oreo Headed for Super Bowl

Cookie Brand to End its Centennial Bash at the Big Game

By Published on .

After a year celebrating its 100th birthday, Oreo is poised to end the big bash with a Super Bowl ad, Ad Age has learned.

"Oreo is an incredibly iconic brand that is beloved by consumers in America and the world over and so we look for iconic ways and iconic places to showcase that ," Laurie M. Guzzinati, a spokeswoman for brand owner Mondelez International, told Ad Age , confirming the ad buy.

She declined to provide details, such as the time slot, length of the ad, or which ad agency would handle the spot. The brand's current agency is Interpublic's DraftFCB.

Mondelez, the cookie brand's parent company, was officially launched Monday as the new home for the snack and candy brands of the now-defunct Kraft Foods Inc., which has split into two new companies. The other company is Kraft Foods Group, which houses grocery brands, such as Oscar Mayer, sold in North America. The last time that the old Kraft was in the Super Bowl was in 2008, with a Planters spot.

Oreo's centennial celebration began in March and has included parties around the world and limited-edition birthday cake cookies. Also, a "Daily Twist" campaign featured the cookie dressed up in various forms, such as a Shark Week Oreo and a Mars Rover Oreo. That effort ended this week on Times Square.

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