Music has always been crucial to advertising, which is why what Oreo is doing now seems so obvious. Their “Wonderfilled” campaign employs the skills of popular musicians Chiddy Bang, Owl City, and Kacey Musgraves by having each record a different version of Oreo’s Wonderfilled jingle, which is then set to a short, word-based, cartoon animation. AdWeek has called the phenomenon the “branded pop song”. Oreo is really trying to make music wonderfill.

There are likable and dislikable parts about this campaign. One very likable aspect is that fans of these musicians are liable to check-out the new “music” from their artist just because they are fans. That’s an easy +1 for Oreo. Another likable part of Wonderfilled is that the company can expand the campaign as it sees fit, or as it gains popularity. If it catches on, it is an almost infinitely expandable campaign for the near future. Oreo can sign new artists, do more street-marketing campaigns to place on Youtube (like the one they did in New York City), and even go so far to sponsor music festivals or something like that. Oreo even has a “Wonderfilled Studios” on their website, in which popular Youtube artists cover the ad-song as well.

The dislikable part so far is the original version done by Owl City’s Adam Young – it is insufferable. Like his signature singles, the lyrics and melody are cutesy and bubbly like a lullaby, which may work for Oreo’s image but really takes a toll on the ears. Chiddy’s version, on the other hand, is fresh and witty – “if you want to go and lick it, I believe you should” he declares. If Oreo keeps putting out versions with bite like Chiddy’s, I think I’ll take that lick.