“We didn’t buy Nabisco, we bought Oreo!” That’s what R.J. Reynolds Industries exclaimed when pundits questioned the tobacco giant’s acquisition of the cookies and crackers company in 1985. It was the brands RJR was after and the legendary promise and personality each owned – Oreo one of the most beloved.

Recently, Oreo launched a new creative slant with a decidedly different brand tone. Some think the new approach is more “Bruno-like” than anything else, but it’s certainly a major departure from their traditional warm and fuzzy fare.

Well, clearly Oreo is still about kids and the love affair between the cookie and milk. Apparently though, now that relationship might be getting just a wee bit kinky. For perspective, here’s one of the brand’s previous spots.

Contemplating a change in brand personality to energize and wake up customers is pretty much an annual chat between marketers and their agencies. It’s always tempting to jump at the chance to do something new or break a few rules. Still, a brand’s personality is one of its most precious assets and it remains to be seen if Oreo’s adventure in this area is wise or not. What do you think – smart move or udderly ill-advised?