OREO, which is celebrating its 108th birthday, hopes to strengthen connections and bring families together through playful moments with the launch of its new “Stay Playful” campaign.
Criselle Villafuerte, Mondelez Philippines biscuits marketing manager, said nowadays, being physically together does not mean people are connecting as parents face challenges in balancing their busy schedules and spending time with their children.
“In a world where we are always on our devices and disconnected from each other, the cookie brand aims to spark playful connections among families in a unique, imaginative, and memorable way,” Villafuerte said.
The cookie brand believes it is important to help families spend time together to strengthen their bonds and provide a loving environment for the children’s development.
Its new campaign aims to spark playful connections within families. Whether it is trying out OREO’s many delicious flavors, or having goofy moments while playing pretend with kids, or simply eating OREO with the “twist-lick-dunk” ritual, there is always a playful moment to be shared with the cookie brand, Villafuerte said.
Dr. Francis Xavier Dimalanta, fellow and board of trustees of the Philippine Pediatric Society and Philippine Society for Developmental and Behavioral Pediatrics, said play is fun as it is free, unstructured, and natural.
Dimalanta said the use of gadgets has taken away playful children and robbed them of the many developmental benefits that unstructured play provides – the kind where kids call the shots and play on their own terms.
Outdoor play also provides the opportunity to improve sensory integration skills, he added.
These activities involve the child as an active participant and address motor, cognitive, social, and linguistic domains.
He mentioned the prescriptions for play, which include sports to boost critical thinking, music to develop fine motor skills through interaction with instruments, arts to help children learn and practice skills like patterning and cause and effect, reading to help children engage in conversations, and theatre to help children use language to explain what they are doing and to connect with fellow players.
Play is a transformative tool for children to be empowered in shaping their ever-changing world according to their natural talent and skills, Dimalanta said. “It also provides singular opportunity to build the executive functioning and social-emotional resilience, as well as helps to build the skills required for the changing world.”
“Let’s bring back play into the lives of our children,” he added.
As the world’s favorite cookie, OREO aims to bring back the good name of cookies, especially those on the internet. It is another way OREO shares playful cookie moments with consumers, so watch out for an exciting surprise from March 6 to 8.