Oreo is looking to explore the cosmos with a new space cookie product and an opportunity to defy gravity via a new contest.
The Mondelez brand has unveiled Oreo Space Dunk, containing layers of blue and pink “cosmic crème,” with marshmallow flavour and popping candies. The chocolate cookies each feature one of five galactic design cut-outs.
Starting mid-February, Oreo cookie fans in Canada can enter for a chance to win a zero-gravity experience, as well as instant Oreo branded space-themed prizes at the Oreo Liftoff contest’s website, or by scanning the QR code on each Oreo Space Dunk pack.
“Our Oreo Space Dunk activation will connect with consumers across multiple touch points including highly compelling creative on digital media, a contest with a once-in-a-lifetime opportunity of a zero-gravity experience and stellar in-store materials for a unique shopper experience, including POS,” says Everardo Alemán Navarro, senior brand manager for Oreo and Chips Ahoy at Mondelez.
As Alemán Navarro tells strategy, the Oreo brand has more than 110 years of history of showing up in cultural moments, and this LTO is about satiating fans’ curiosity and sense of wonder to offer new ways for them to “live our brand purpose and stay playful.”
Navarro says the idea of going to space is a childlike curiosity and wonder that many people can only dream of.
“We know January can be a challenging month as consumers recover from the holiday season and face winter weather,” Alemán Navarro says. “We also know that our fans love [LTOs], and we wanted to start the year off with a bang as we get ready for even more innovations in the year ahead.”
The promotion follows Oreo’s move last summer to launch Super Mario Bros. Movie cookies and tap into The Super Mario Bros. Movie craze. The Mondelez brand has also previously leaned into the idea of childlike wonder, when it celebrated the Oreo brand’s 110th birthday.
The Martin Agency is responsible for creative, Weber Shandwick is the PR agency, Denstu Creative handled the organic social, Vayner Media and Spark handled paid media, and B-Street was responsible for contest and web development.
