Tag: OREO

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. 

Indonesia – Oreo’s new campaign with Leo Indonesia highlights the sensory appeal of its iconic cookie, emphasising its irresistible pull through the “twist, lick, and dunk” ritual.

With the tagline ‘Dunk Your Craving,’ Oreo’s latest campaign aims to broaden its appeal beyond families and tap into the universal experience of cravings.

The campaign includes two films directed by Diego N Irigoyen, produced with Stink Films and Prodigious. ‘Cravings Calling’ aims to extend Oreo’s appeal to teens, while ‘Missing Oreos’ captures a light-hearted family moment centered on the cookie’s allure.

Jonathan McCarthy, vice president of marketing for SEA at Mondelez International, explained, “Oreo is an iconic brand, but in Southeast Asia we have built our equity as a brand for families with kids. We see immense potential in expanding our audience base and needed to revitalise the brand’s imagery to feel desirable not only to families but also to young adults.” 

The campaign is supported by outdoor and social media assets designed to reach a wider audience. It will roll out across five countries in Southeast Asia.

“While the cookie has always been at the heart of everything we do, we’ve created an outdoor campaign that truly heroes the ‘twist, lick, dunk’ ritual and puts Oreo at the forefront, reminding audiences that cravings can strike anytime, anywhere. It’s a small yet purposeful visual shift that strengthens the brand’s narrative around taste,” said Ravi Shanker, chief creative officer at Leo Indonesia.

Lucas Levy, senior director of marketing for Southeast Asia at Mondelez International, added, “Oreo is an icon of taste, and ‘twist, lick and dunk’ is a popular ritual around the world. Once you crave an Oreo, who can stop thinking about it? When you buy some, who can resist eating a few on your way home? These fun and real observations inspired us to develop this campaign. And as we always say, don’t forget the best part: twist, lick and dunk! 

India – Mondelez India, the maker of Oreo, has unveiled a limited-edition Pokémon range, featuring an interactive experience that invites fans to explore the exciting digital world of Pokémon.

This launch brings together Oreo cookies and the excitement of collecting Pokémon, with each cookie featuring a unique Pokémon design. For the first time in India, Oreo has introduced a special-edition yellow cookie showcasing 16 distinct Pokémon, adding a collectible element to its digital campaign.

Fans can scan the QR code on the Oreo Pokémon packs to access a digital platform where they can create personalised Pokémon-themed avatars and collect all 16 Pokémon designs featured on the cookies. Each scan adds a new Pokémon to their digital collection, the ‘Oreodex,’ while also unlocking accessories and customisation options for their avatars.

Additionally, other Oreo pack sizes include special Pokémon photo cards and collectible Pokémon stickers for fans to gather and enjoy.

Nitin Saini, vice president of marketing at Mondelez India, said, “This collaboration is all about creating magical moments that bring families closer, spark excitement, and offer something truly memorable for everyone.” 

“Oreo has always been at the heart of joyful rituals, and by teaming up with Pokémon, we’re not only offering an exciting collectible experience, but we’re also bringing a sense of nostalgia for everyone who grew up with Pokémon. This shared love for Pokémon across generations creates a unique bonding experience where families can come together over the thrill of discovery, fun, and play. It’s a playful emotional journey that unites the world of Oreo and Pokémon in the most exciting way possible,” Saini added. 

Susumu Fukunaga, corporate officer at The Pokémon Company, also shared, “We are thrilled to see Pokémon featured on Oreo cookies. This campaign will take Pokémon to fans of both brands all across the country. Customers will enjoy the fun, surprise element of finding out which Pokémon cookies are included in the pack they purchase. We hope that this playful experience will delight our existing fans and help us connect with new audiences as well.” 

This initiative was developed by Dream Theatre, a representative agency of The Pokémon Company in India. 

“We are delighted to bring together two all-time favourites—Oreo and Pokémon—to create a standout experience for fans across ages and endless hours of play, making it a truly meaningful campaign,” said Jiggy George, founder and CEO of Dream Theatre.

Shekhar Banerjee, chief client officer and office head at Wavemaker India, added, “Our approach was to create a dynamic, multi-phase experience that mirrors the excitement of a Pokémon adventure. Be it access to exclusive packs, enabling fans to collect and compete for rewards, each media placement of the campaign is carefully crafted to spark curiosity, build anticipation, and drive sustained engagement.”

Singapore – Popular food brands Coca-Cola and OREO are teaming up to offer fans unique flavor experiences that celebrate the so-called ‘Real Magic’ of friendship. The tie-up will include the release of two limited edition products: the Coca‑Cola® OREO™ Zero Sugar and OREO® Coca‑Cola™ Sandwich Cookie.

Both limited edition products sport a sleek, black-and-white packaging design that remains true to the two brands’ iconic personalities while embracing creative elements like OREO® cookie embossments and stacked Coca‑Cola® bottles.

The OREO® Coca‑Cola™ Sandwich Cookie features two signature chocolate basecakes paired with a Coca‑Cola taste, embossed with Coca‑Cola designs, with a smooth white-colored creme and studded with red edible glitter. Coca‑Cola® OREO™ Zero Sugar features a refreshing Coca‑Cola taste with flavorful, OREO cookie-inspired hints.

Moreover, the exclusive offerings are the latest surprise-and-delight drops from the global Coca‑Cola Creations platform, which lends the iconic Coca‑Cola brand to new creative expressions, unexpected flavors and immersive experiences anchored in the core Gen Z passions of music, gaming, sports, technology and pop culture.

Oana Vlad, global VP of brand strategy at The Coca‑Cola Company, said, “We took careful steps to ensure we delivered the OREO experience in a Coca‑Cola, and vice versa. Both products went through several iterations, and we look forward to following the public conversation of what each tastes like. At the end of day, our mutual commitment to product quality and technical excellence — and our willingness to have fun and work together as one team — made this possible.”

Meanwhile, Eugenia Zalis, global head of marketing and brand for OREO at Mondelez International, commented, “At OREO, we strive to identify fresh ways to excite consumers and, with this collaboration, we have truly upped the ante. The bestie bond forged between OREO and Coca‑Cola is a playful way to unite our fanbases and celebrate the power of connection and togetherness. We cannot wait to see the reaction to the campaign and hope fans are excited to experience the latest twists on two classics.”

Like previous Coca‑Cola Creations drops, the collab complements the limited-time-only products with immersive digital and physical experiences designed for friends to enjoy together. 

Fans can activate “Bestie Mode” by scanning on-pack QR codes to merge their music tastes and create custom Spotify playlists commemorating their friendship. Bestie Mode will translate IRL, as well, through live experiences including Ferris wheel takeovers and the opportunity for friends to create matching temporary tattoos and more.

Coca‑Cola® OREO™ Zero Sugar will hit stores beginning in September in 35 markets worldwide, including the United States, Canada, China, Mexico and Brazil. A frozen variation of Coca‑Cola® OREO™ Zero Sugar will also be available at participating 7-Eleven locations in select markets.