Mondelez’ biscuit brand Oreo has launched a new global campaign focusing on the “fun side” of the brand.

As part of a £1.5m investment, Oreo has released a 20-second animated advert, which builds on the tagline ‘Twist, lick and dunk’.

The advert will run for 13 weeks from 26 January and will be aired in a number of high-profile, primetime TV slots.

Jonathan Holden, marketing manager, Oreo, said: “Play has always been an integral part of the Oreo brand philosophy. We are now evolving our communications to showcase playfulness in more imaginative and creative ways across multiple channels. Oreo is a timeless, iconic cookie and our new positioning reflects that through its striking pop art style, use of digital and social formats and simple message. ‘Play with Oreo’.”

The brand is also rolling out Red Velvet Oreos with cream cheese-flavoured centres - the first new Oreo cookie flavour since the debut of the Golden Oreo.