Oreo Double Stuff

This advertisement for Oreo Double Stuff cookies depicts a young girl and her little brother eating the cookies. She tells him "First you twist it, then you lick it" and he says "then you dunk it!"  The children race to lick through the double cream and laugh before a closing voiceover says "New Double Stuff Oreo, twice the cream, twice the fun."   

Where it appeared:
On television in April and May 2012.

The community said:
The advertisement breaches the relevant advertising standards in that it is directed primarily to children and promotes a product that does not represent a healthy dietary choice consistent with Australian Government Standards, being very high in sugar and fat.  The advertisement was shown during programs such as Dancing with the Stars, Home and Away and Australia's Got Talent, which are watched by high numbers of children.

What the advertiser said:
Kraft Foods designed the advertisement to be directed primarily to main grocery buyers. The advertisement does not encourage unhealthy eating habits.

What the Advertising Standards Board said:
"The Board noted that there were elements of the advertisement that would draw the attention of children to the advertisement and that the setting of a brother and sister having a snack after school was an activity that many children would relate to. However, the Board considered that the language of the voiceover and the theme, visuals and language are adult in theme and not primarily directed to children but rather to the main grocery buyer."

OPC discussion:
The Board dismissed the complaint. 

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