Indonesia – To launch its limited-edition Space Dunk cookies in Southeast Asia, Oreo has taken its iconic milk dunk to new heights – literally – by sending its cookies into space for a playful dip into the Milky Way.
In collaboration with creative agency Leo Indonesia, Oreo reimagined its classic dunk by simulating a space flight that gave the visual impression of the cookie being dunked into the Milky Way—a creative twist meant to refresh the brand’s iconic ritual for new audiences across Southeast Asia.
To bring the space dunk to life, Leo Indonesia teamed up with UK-based company Sent Into Space to design a custom launch craft capable of sending Oreo cookies into the stratosphere. Equipped with a hydraulic system, the craft released a cookie at a precise angle to create the visual illusion of a dunk into the Milky Way. The entire mission—from lift-off to mid-air ejection—was captured using a multi-camera setup.
“Leo Indonesia’s idea for launching Space Dunk cookies was both challenging and funny at the same time. Despite having launched numerous things into space, sending a small cookie in a specific direction demanded substantial engineering and testing. It was also vital to ensure our custom spacecraft returned safely to Earth with no environmental impact. We’re thrilled with the mission’s success!” Chris Rose, PhD, head of projects & business at Sent Into Space, shared.
Oreo’s space-themed stunt took place on April 11 in Cukul, Indonesia, a location chosen for its clear views of the Milky Way. The launch event welcomed media and influencers from ten Asian markets. A short film documented the cookie’s journey from Oreo’s factory in Cikarang to the stratosphere. The footage offers a light-hearted portrayal of what appears to be an Oreo being “dunked” into the Milky Way, marking the debut of the brand’s limited-edition Space Dunk cookies.
Jonathan McCarthy, vice president of marketing for SEA at Mondelez, commented, “Oreo and milk’s bond is timeless. Launching Oreo Space Dunk cookies, we added a playful twist, taking Oreo’s dunk to new heights…literally! ”
The broader Space Dunk campaign spans ten Asian markets and features five cookie embossments—rocket, helmet, star, telescope, and shooting star—each referencing space exploration. As part of the campaign, a mobile game on www.OREOspacedunk.com, developed by Leo Indonesia, allows users to simulate dunking an OREO into the Milky Way and earn points toward prizes.
“At OREO, we believe that a spark of childlike curiosity can bring families closer together. And what’s more curious (and fun!) than reinventing the iconic ritual of dunking in milk – dunking an Oreo into the Milky Way? This is one more playful step in our journey to connect the world through playfulness,” Lucas Levy, regional marketing director at Mondelez SEA, said.
“When we wondered how OREO could launch space-themed cookies, the answer came straight from the galaxy. Whether there’s milk in the Milky Way, we can’t say, but we do know this is the most epic OREO dunk ever,” Ravi Shanker, chief creative officer at Leo Indonesia and Publicis Groupe Indonesia, added.
