Mondelez is looking to a galaxy far far away for inspiration with the release of its latest LTO for Oreo cookies.
The company is releasing two iterations of Star Wars Oreo Cookie Packs, wrapped in identical exterior packaging, but with a twist revealed upon opening. The packs feature a variety of embossments of corresponding dark side and light side characters, and include red or blue crème, respectively, infused with “kyber” (sugar) crystals, inspired by the crystals found in a Lightsaber.
On each cookie, fans will find embossments of corresponding dark side and light side characters from the film series, such as Darth Vader or Princess Leia respectively, with 10 characters each across the two varieties of the cookie packs.
“The tremendous fandom between Star Wars and the Oreo brand has made this strategic partnership such a fun collaboration and we hope fanbases of both communities are just as excited about the launch of Star Wars Oreo Cookie Packs as we are,” says Oreo Canada brand manager Colleen Bowker.
Bowker tells strategy that Oreo has received a great response from past collaborations and innovations, and that it expects the new Star Wars partnership to lead to “key growth drivers across the category.”
The partnership is driven by a desire the brand has to strive to connect with fans in new and unexpected ways, while tapping into culturally relevant moments, such as it does in this case with globally recognized IP, Bowker explains.
With the new LTO, Oreo will look to connect with consumers through in-store point of sale materials including floor stands, header cards and pallet corner cards. The new offer is also complemented by a robust digital campaign with paid media across video, including YouTube as well as social media.
As an homage to the franchise, the Star Wars Oreo Cookie Packs also feature original character artwork hand-painted by the legendary illustrator Greg Hildebrandt, an iconic Star Wars poster artist since 1977.
The new cookies will begin rolling out at retailers across Canada, starting June 10.
Dentsu is handling creative and organic social, Weber Shandwick is handling PR, Vayner Media is overseeing the buy, while Vayner Commerce is behind the website.
