India’s cricket culture is steeped in superstition—fans believe small rituals can influence big outcomes. Oreo, launched in India in 2011, saw the perfect opportunity during the 2023 ICC Cricket World Cup. With “Bring Back 2011,” Oreo asked fans to repeat the ritual of its launch year to help India “bring back” the trophy. It wasn’t just a campaign—it was a cultural hack that blended sport, superstition, and snack.
Campaign Overview
Developed by Leo Burnett India with Wavemaker India, “Bring Back 2011” launched in September 2023. The campaign encouraged fans to twist, lick, and dunk Oreos—just as they did when the cookie first arrived in India in 2011—believing this ritual could help India repeat its World Cup win.
The campaign was amplified through TVCs, digital films, influencer collaborations, and social media activations. Oreo also created limited-edition packs featuring the “Bring Back 2011” call-to-action.
Campaign Objective
Oreo aimed to:
Reignite brand relevance by connecting its 2011 India launch to cricket’s 2011 World Cup victory.
Tap into cricket superstition to drive mass participation.
Position Oreo as a playful, culturally fluent brand.
Boost sales and engagement during the World Cup season.
The goal was to make Oreo part of India’s cricketing ritual.
Execution
Hero Film: A playful ad featuring cricketers and fans performing the Oreo ritual.
Social Media Activation: Fans shared their Oreo rituals with #BringBack2011.
Influencer Push: Cricket influencers and celebrities joined the superstition, amplifying reach.
Retail Integration: Special packs and in-store promotions tied the ritual to purchase.
Mass Participation: Oreo turned cricket fandom into a collective ritual.
Brand Impact
Positioned Oreo as a culturally relevant, playful brand tied to cricket superstition.
Strengthened emotional connection with Indian consumers by linking brand history to national pride.
Elevated Oreo beyond snack to symbol of hope and ritual during the World Cup.
Results
Bring Back 2011 by Oreo tapped into India’s cricket nostalgia and turned it into one of the brand’s most culturally resonant campaigns. Driven by a powerful emotional insight — the memory of India’s 2011 World Cup victory — the campaign sparked massive social buzz, generating millions of hashtag mentions and becoming a dominant cultural conversation during the tournament season.
With high influencer engagement, the movement spread rapidly across Instagram, Twitter, and YouTube, inspiring fans to recreate rituals, share memories, and rally behind India once again. The campaign delivered +2.6 billion impressions, 6 million views within the first 24 hours, and over $3 million in earned media, showcasing Oreo’s ability to blend culture and creativity at scale.
Lessons Learned
“Bring Back 2011” shows that cultural superstition can be brand strategy. Oreo didn’t just advertise—it invited fans to believe. It proves that rituals drive relevance, and when brands align with national moments, they become part of collective memory.
