OREO blasts off into space and dunks into the Milky Way

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Cookie brand OREO has taken its playfulness to new interstellar heights. On Friday (11 April), the brand launched the first OREO cookie into the Milky Way with space agency Sent Into Space, in collaboration with Leo Burnett Indonesia.

The launch featured a custom spacecraft that took OREO cookies into the stratosphere and a hydraulic system to eject a cookie towards the Milky Way, giving the impression that the cookie was getting dunked into it.

The cookie was launched from Nimo Highland, Indonesia, with media, creators and fans in presence. The entire process was documented from creation, take-off and to ejection by a multi-camera setup.

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Following dunking an OREO into the Milky Way, OREO unveiled a new limited-edition flavour - OREO Spaceburst Cream. The space-inspired flavour with a cooling sensation will feature five galactic-themed embossments of varying rarities including 'Rocket', 'Helmet', 'Telescope', 'Star Gaze' and 'Shooting Star'. The 'Shooting Star' is the rarest of the series.

In addition to the limited edition Spaceburst Cream cookie, OREO Space dunk will also include fan-favourite core flavours of vanilla, chocolate and strawberry. Fans of the cookie brand can also look forward to a mobile game where they can experience dunking OREO cookies into the Milky Way virtually and collect points for every dunk to stand a chance to win OREO Space dunk merch.

To participate in the game, consumers have to purchase an OREO Space dunk cookie pack and scan the QR code. Bonus points can be won when consumers scan the rare 'Shooting Star' embossed OREO Space dunk cookie. The game is available in eight markets across the region including Singapore, Philippines, Thailand, Vietnam, Cambodia, Malaysia, Indonesia and Fiji.

Meanwhile, in Singapore, fans can win prizes by simply purchasing a minimum amount of SG$10 worth of OREO products. Prizes include a drone, PlayStation 5, a spacesuit and OREO Space Dunk merch.

“OREO has always believed in pushing the boundaries of playfulness. By sending the cookie into space — which for ages has sparked our collective human imaginations and pushed the frontiers of science, we’re taking this to the next level! OREO Space Dunk highlights our enduring commitment to ignite imagination, inspire curiosity and bring people together through out-of-this-world experiences that fans have come to love,” said Lucas Levy, Mondelez SEA regional marketing director.

OREO is no stranger to playful campaigns and flavours. Last year, OREO teamed up with Coca-Cola to unveil limited edition Coca-Cola flavoured OREO cookies and OREO-flavoured Coca-Cola drinks.

The collaboration was inspired by "besties" around the world and featured distinctive red and black designs.

Most recently, it unveiled its "Dunk your craving" campaign developed by Leo Indonesia to tap into young adults' desire for indulgent snacks. The campaign saw the release of two films to highlight OREO's appeal to teenagers and its playful connection within families.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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