MenuClose
"Trust The Twist"
What happens when a cookie starts making decisions for you? With “Trust The Twist” we turned the iconic OREO twist into a digital music-remix machine — powered by chance, fueled by creativity, and launched with one of Germany’s biggest rap stars: Bausa.
The result: a social-first brand activation that transformed a simple ritual into the most shareable OREO experience of the year.
And because nobody embodies playful decision-making better than Bausa, he kicked things off on TikTok: twisting through everyday dilemmas, remixing his hit “9 bis 9” into wild genres and challenging the community to let the cookie decide:
The campaign didn’t just entertain, it shifted brand perception, sparked massive participation and drove measurable business results. By turning the OREO TWIST into an interactive decision-maker, we created a playful brand moment that genuinely resonated with Gen Z. The outcome: above-average engagement, strong conversion performance, a measurable uplift in brand relevance – and a Bronze Effie Award 2025 for outstanding social media effectiveness.
Impressions via Bausa
36 Mio.
As the perfect cultural fit, Bausa became the catalyst for reach and credibility. His own twist content — from playful challenges to music snippets — delivered massive visibility among Gen Z and anchored the campaign in their daily scroll routine.
Influencer Impressions
33 Mio.
A curated mix of lifestyle, music and comedy creators spread the twist mechanic across different subcultures. Their native-style content ensured the idea travelled far beyond OREO’s own channels and into communities that shape Gen Z trends.
Engagement Rate
+54%
Our content didn’t just appear — it provoked a reaction. The twist mechanic created an interactive behavior loop that drove comments, duets, stitches and saves at a rate far above typical social benchmarks.
User-generated Twists
700+
On the landing page, fans remixed “9 bis 9” into eight genres, generating hundreds of personalized remixes and shareable autographs. Each UGC piece became a micro-ad, naturally spreading the twist experience across social platforms.
My Contribution
Together with my creative partner, I led the adaptation of “Oreo Trust the Twist” for the German market. We developed the testimonial-based everyday twist concept and expanded it with the genre-shifting music idea, guiding the project from initial concept through execution across all channels.
Agency fischerAppelt
Year 2024
My Role Senior Concept & Art
