Wonderfilled (filled cookies)
Oreo cream-filled cookies began a “Wonderfilled” advertising campaign in May 2013; “Oreo Wonderfilled” was filed for a trademark on March 15, 2013. The term “wonderfilled” (wonder + filled) sounds similar to “wonderful” and was used many times—possibly by mistake—before 2013.
“Chocolatey Wonderfills” was trademarked by an Illinois candy company in 1964.
Wikipedia: Oreo
Oreo is a sandwich cookie consisting of two chocolate disks with a sweet cream filling in between. The version currently sold in the United States is made by the Nabisco division of Mondelēz International. Oreo has become the best selling cookie in the United States since its introduction in 1912.
New York (NY) Times
Creating an Ad Campaign for Oreos, as They Turn 101
By STUART ELLIOTT
Published: May 10, 2013
(...)
So it is likely that a new campaign for Oreo cookies, sold by Mondelez International, will be watched with interest. The campaign, scheduled to begin during “Mad Men” on Sunday, carries the theme “Wonderfilled,” in a play on words that mashes up “wonder” with a reference to the creme filling in each Oreo.
The campaign, created by the Martin Agency in Richmond, Va., part of the Interpublic Group of Companies, will include television commercials that feature original songs, print advertisements, a robust presence in social media like Facebook and events next week in Chicago, New York and Los Angeles.
The “Wonderfilled” campaign follows a well-received, yearlong effort for Oreo to commemorate the brand’s 100th birthday. The birthday campaign, created by DraftFCB, also part of Interpublic, carried the theme “Celebrate the kid inside.”
The idea behind that theme was to demonstrate how Oreo could transform everyday occasions in the lives of adults into fun-filled moments. The idea was brought to life in commercials by having children — bearing trays laden with Oreos and glasses of milk — interrupt routine events like commuting to work or taking part in a school board meeting.
Twitter
Oreo Cookie
@Oreo
Wonder if I gave an OREO to a vampire, would he act so undead or would he thirst for milk instead? http://oreo.ly/17iue6G
4:28 PM - 12 May 2013
Ad Age
Can Oreo’s New ‘Wonderfilled’ Campaign Sap The Cynicism Out of Your Day?
Animated Push for Mondelez Brand Comes Out of the Martin Agency
By Ann-Christine Diaz. Published on May 14, 2013.
Last year, in celebrating its centennial with the Daily Twist effort, Oreo encouraged consumers to look at the cookie a little differently. Now, with its new “Wonderfilled” campaign out of The Martin Agency, the brand wants them to see the rest of the world with a new sense of awe.
This weekend, Oreo debuted a highly cheery, animated 90-second spot set to a catchy twee track showing how historically morbid figures—the Big Bad Wolf, a blood-sucking vampire—take a turn for the bright, with the help of the classic creme-centered cookie.
“It starts with a very simple premise, about how something as small as an Oreo cookie can bring about a positive change in perspective,” said Janda Lukin, Director, Oreo at Mondelez International, Inc.
(Trademark)
Word Mark CHOCOLATEY WONDERFILLS
Goods and Services (EXPIRED) IC 030. US 046. G & S: CANDY. FIRST USE: 19640601. FIRST USE IN COMMERCE: 19640601
Mark Drawing Code (1) TYPED DRAWING
Serial Number 72195434
Filing Date June 11, 1964
Current Basis 1A
Original Filing Basis 1A
Registration Number 0787884
Registration Date April 6, 1965
Owner (REGISTRANT) ORCHARD HILL FARMS CANDY COMPANY CORPORATION ILLINOIS 910 W. VAN BUREN ST. CHICAGO ILLINOIS
Assignment Recorded ASSIGNMENT RECORDED
Disclaimer APPLICANT DISCLAIMS THE WORD “CHOCOLATELY” APART FROM THE MARK AS SHOWN.
Type of Mark TRADEMARK
Register PRINCIPAL
Affidavit Text SECT 15.
Live/Dead Indicator DEAD
(Trademark)
Word Mark OREO WONDERFILLED
Goods and Services IC 030. US 046. G & S: Cookies
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 85877082
Filing Date March 15, 2013
Current Basis 1B
Original Filing Basis 1B
Published for Opposition May 21, 2013
Owner (APPLICANT) INTERCONTINENTAL GREAT BRANDS LLC LIMITED LIABILITY COMPANY DELAWARE 100 DEFOREST AVENUE EAST HANOVER NEW JERSEY 07936
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record Mary A. Carragher
Prior Registrations 0093009;1798850;1927379;AND OTHERS
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE