Still Works

Oreo proves iconic rituals outlast innovation—while Google predicts creative performance, Meta scales creator ads, and retail media goes local.

Author

Javier García
December 29, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Oreo – “Twist, Lick, Dunk. Still Works.” (2025 Global Campaign)

Oreo’s “Twist, Lick, Dunk. Still Works.” is built around stubborn consistency. The ad shows different generations eating Oreos in wildly different contexts: a kid at a kitchen table, a teenager on a gaming headset, a couple on a late-night train, a grandmother in silence with a glass of milk. Everything around them changes. The ritual doesn’t. No narration. Just the familiar sequence, repeated. The line lands at the end: “Some habits don’t need updating.”

Key marketing lessons
• Protect iconic behaviour: Oreo understands that its ritual is more valuable than any product innovation.
• Consistency creates comfort: In a fast-changing world, familiarity becomes an emotional anchor.
• Let the audience do the work: By repeating the same action across contexts, viewers project their own memories into the ad.
• Product as ritual, not snack: Oreo is positioned as a moment people return to, not something they replace.
• Confidence in staying the same: The brand resists reinvention and turns continuity into its competitive edge.

Sometimes the smartest marketing move isn’t changing the story. It’s proving why it never needed to change.

Sponsored Section

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AI has changed how consumers shop, but people still drive decisions. Levanta’s research shows affiliate and creator content continues to influence conversions, plus it now shapes the product recommendations AI delivers. Affiliate marketing isn’t being replaced by AI, it’s being amplified.

Weekly Tip

Respect the Reader’s Time

Your audience is busy. The faster you get to the point, the more they’ll appreciate the message.

• Remove slow introductions and unnecessary context
• Say the main idea in as few lines as possible
• Stop once the value has been delivered

When content feels efficient, people are more likely to read it again.

Weekly Challenge

Content Energy Audit

This week, optimise what you post based on energy, not trends:

• Note how you feel right after creating each piece of content: energised, neutral, or drained
• Track engagement on those posts without changing your strategy
• At the end of the week, compare performance against how you felt creating them
• Double down next week on the content that gave you energy and results

Sustainable growth comes from content you can create consistently without burnout.

Submissions + Feedback

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