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First introduced in the U.S. in 1912, Oreo has become the world’s top selling cookie and is enjoyed in more than 100 countries. In markets around the world, Oreo comes in surprising local flavors, like blueberry and green tea ice cream, and fun shapes and forms. But no matter where in the world you find Oreo, one thing remains right at the heart of milk’s favorite cookie: the iconic “twist, lick, dunk” ritual that brings people together like no other biscuit can!
Requirements: Creatives
Oreo through its new initiative will bring space travel within the reach of consumers. They just have to buy an Oreo cookie. This is being done to promote the latest launch: Space Dunk cookies. Oreo is giving consumers an opportunity to become the second Indian to go to space by simply buying and scanning an Oreo Space Dunk cookie pack. This limited edition pack will be available in the market during May & June of this year, and is an extension of a successful global campaign. The ask was to combine digital interaction with physical products.
Our approach:
- Special Edition Packs: Space-themed Oreo packs with a QR code.
- QR Code Scan: Redirects to a microsite (www.oreospacedunk.in) or app.
- Game Concept: Virtually “dunk” an Oreo in space, aligning with “Twist, Lick, Dunk” tagline.
- Gameplay: Navigate an Oreo through space-themed challenges via app or website.
- Objective: Successfully dunk the Oreo in a glass of milk in space.
- Interactive Elements: Engaging graphics, sound effects, and possibly augmented reality (AR).
- Prizes: Instant prizes, exclusive offers, and a chance to win a trip to space.
Technology used
Concept, Design, UI, UX, Copy
Work Process
The work process involved creating a campaign that bridges physical products with digital engagement by promoting Oreo's Space Dunk cookies as a gateway to space travel. This included developing limited edition cookie packs with QR codes that, when scanned, link to an interactive digital platform. The initiative was designed to entice consumers with the chance to become the second Indian to travel to space, making the campaign both innovative and aspirational, while leveraging the global success of previous Oreo promotions.
Research
Analyzed consumer trends and technical feasibility for QR-integrated digital interaction.
Development
Designed Space Dunk packs and built the QR-linked game with engaging graphics and possible AR features.
Testing
Ensured smooth functionality and user experience through comprehensive testing.
Deploy
Launched the packs, activated the digital platform, and promoted the campaign with ongoing monitoring.