Licking food that someone else is going to eat is usually regarded as gross (like this summer's incident when a video showing a Texas teenager opening a carton of Blue Bell in a grocery store, licking the ice cream and then putting it back on the freezer shelf went viral).
But Oreo's latest campaign in the U.K. actually centers on someone licking its cookies—in this case, Scottish pop star Lewis Capaldi, who is currently on tour and is known for his quirky personality.
The campaign, via agency Elvis, involves a video in which Capaldi is seen twisting, licking and dunking a pack of Oreo cookies and auctioning it on eBay, to raise money for charity. All proceeds are going to Nordoff Robbins, the U.K.’s largest music therapy charity.
It's part of an ongoing campaign by Elvis titled "Stay Playful" and the aim is to make the "Twist, Lick, Dunk" ritual famous for Oreo in the U.K.
If you can't understand why anyone would pay for an item licked by another person, Marcus Aitman, senior creative at Elvis, explains it thus: “Lewis Capaldi has rocketed to fame in 2019. We like to think that his success is down to his playful, irreverent and funny personality (as well as his musical talent, of course)—which makes him a perfect fit for the Oreo brand. He already has a huge, obsessive fan base, and we’re delighted to give them something unexpected and unforgettable to get excited about.”