The iconic Oreo sandwich cookies brand will soon celebrate its first sale that dates back to March 6, 1912.

Photo: one of Oreo’s ads, from www.nytimes.com

Kraft Foods is getting ready to mark this event with the first fully integrated worldwide campaign for Oreo, including all media, stores, events and promotions. And a limited-edition pack called Birthday Cake Oreos will hit the stores.

The campaign uses two trends reshaping consumer marketing, writes The NY Times. The first one takes into account a growing interest among consumers that trust products with a long history, while the other aims to present those heritage brands in updated ways to show consumers they buy a contemporary product.

In an attempt to correspond to these trends, Kraft Foods and its creative agency, Draftfcb, will position the new campaign as a big birthday party. Using the slogan ‘Celebrate the kid inside,’ the campaign will feature videos and print ads, and will have online presence at oreo.com/birthday and on Facebook. TV ads are to run in 15 countries.

The print ads will leverage the idea of pop culture events from the last 10 decades including the invention of the yoyo and the introduction of 3D movies, while the ads will feature a tagline ‘Oreos turn 100 years young.’ The Facebook fan page will contain the information on more than 100 events, styled like birthday parties, to be held in more than twenty countries.

Later this year, Kraft Foods divides into two companies and Oreo will be a flagship brand of a new snack company along with Cadbury. The other firm will be a North American grocery products company producing brands like Maxwell House and Oscar Mayer.