A Decade of Cookies + Crème + Creativity

Challenge

CROWDED CATEGORY, CRUMBLING RELEVANCE

OREO’s been America’s favorite cookie for 100+ years, but by 2017 OREO’s sales and penetration were sliding. OREO needed to reclaim its playfulness in an oversaturated category consumers weren’t really listening too while desires for healthy snacking were on the rise.

Solution

TIMELY + TIMELESS APPROACHES TO PARTNERSHIPS AND PRIDE

Designed, captioned and approved within minutes. You can trace our time with OREO all the way back to when the power went out at the Super Bowl in 2013. A single tweet reminding people that you can still “dunk in the dark” brought the brand greater payoff than its actual Super Bowl spot costing millions.

We’ve brought the same energy to pinning up the brand’s partnership platform. Courage was on display when we paired the feel-good brand with Game of Thrones. We reimagined the violent show’s opening credits with nearly 3,000 OREOs. It was the brand’s most successful limited-edition ever.

Of course, we broke that record again in 2021 with the brand’s latest collab. This time we pulled on the power of Pokémon to devise a rarefication scheme to depictions of 16 of the video game’s most popular characters, making cookies of Dratini, Lapras and the mythical Pokémon Mew “harder to find.” We surrounded the launch with additional elements of discovery with an animated reveal video and pop-up art installation crafted entirely out of OREOs. And fans were here for it.

Result

WHOLESALE GROWTH OVER CRUMBS

The OREO x Pokémon collab has been OREO’s fastest-selling and top-grossing limited edition launch to date. The cookies reached collector status with eBay listings for individual cookies going for hundreds and dozens of sellers listing the rarest catches for $30,000. On the heels of the campaign, Mondelez set a goal of adding $1B in OREO sales by 2023.