Kraft Canada conducted a promotion in Toronto yesterday to mark the 100th anniversary of its Oreo cookie brand. The event, called the "Oreo 100th Birthday Party," took place at the Eaton Centre shopping mall. It included the installation of a 15-foot-tall Oreo replica, a group of consumers singing "Happy Birthday," and the distribution of milk, cookies and cupcakes. The event was one of 150 events taking place internationally to mark the Oreo's centenary. The promotion, which was supported by social media activities, is the first in a year of planned activities for the Oreo brand. "Whether you're eight or 80, Oreo has the power to connect people through shared moments and shared memories," said Emmanuelle Voirin, senior brand manager for Oreo. "We thank everyone who came out to 'twist, lick and dunk' with us today and we encourage all Canadians to join the party all year long." The promotion was developed by Draftfcb, MediaVest, Trapeze, Strategic Objectives, Armstrong Partnership, Mosaic Experiential Marketing, Pigeon Branding & Design and Katermeg.