OREO enhances 'Space Dunk' experience for HK fans

Cookie brand OREO is enhancing its new space dunk experience in Hong Kong with a gravity-defying space dunk. The aim of this experience in Hong Kong is to engage the local audience by introducing exciting new OREO moments that inspire imagination and delight fans, said a spokesperson from OREO in a conversation with MARKETING-INTERACTIVE. 

Targeting OREO lovers and avid space exploration enthusiasts, the initiative follows a star-studded launch event at Nimo Highlands in Bandung, Indonesia, which unveiled the first OREO cookie into the Milky Way, in partnership with the space agency Sent Into Space, broadcast live from the event. 

In a bold move to captivate cookie lovers and elevate brand engagement, the spokesperson said OREO is launching this regional campaign that merges fun with a cosmic theme. This initiative promises to take fans on an interstellar journey, celebrating the joy of dunking cookies while introducing exciting new flavours and experiences. The marketing strategy encompasses a multi-faceted approach, including a live launch event, exclusive product offerings, and interactive digital experiences designed to engage consumers across various platforms. 

The space dunk experience will be launched for fans in Hong Kong with exclusive limited-edition premiums, available from 8 to 21 May at Circle K and 9 to 29 May at PNS eShop, where fans can buy two or more packs of OREO cookies to redeem a limited-edition OREO notebook. Moreover, from 7 May to 1 July at 7-Eleven, customers who purchase two or more packs of OREO cookies can add HK$30 to redeem a limited-edition OREO light umbrella.

Beyond the launch, OREO aims to enhance the Space Dunk experience for fans in Hong Kong with exclusive limited-edition premiums, transforming this campaign into an unforgettable journey from shelf to space. 

OREO will also roll out its first-ever Milky Way Dunk experience, allowing consumers to virtually dunk OREO cookies into a digital galaxy, available from 25 April until 19 June. To participate in the game, consumers have to purchase an OREO Space Dunk cookie pack and scan the QR code. By collecting points for each dunk, participants can unlock chances to win prizes, with bonus points when they scan the rare shooting star.

OREO also invited fans to share their excitement and connect with fellow enthusiasts on social media using the hashtags #oreospacedunk. Targeting avid space exploration enthusiast, or a fan of OREO, this collection is an invitation to discover a playful range of cookie embossments, participate in fun games, and enjoy the limited-edition Spaceburst Cream cookie during memorable moments with friends and family.

Apart from the playful experience, OREO unveiled the OREO Spaceburst Cream cookie in Asia, taking consumers' tastebuds on a trip around the universe with the new Spaceburst Cream, a decadent space-inspired flavour with a subtle cooling sensation to make them feel like they are in space eating the cookie.

The OREO Space Dunk cookies will feature five Galactic-themed embossments of varying rarities including rocket, helmet, telescope, star gaze, and the shooting star — the rarest of the series. In addition to the limited edition Spaceburst Cream cookie, OREO Space Dunk will also include the flavours of vanilla, chocolate and strawberry, from 28 April, 2025 in retailers in Hong Kong such as ParknShop, Wellcome, Mannings, 7-Eleven, Circle K, drugstores, designated personal care stores, and online stores.

"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.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

OREO blasts off into space and dunks into the Milky Way
OREO taps into younger audience with new campaign
OREO's playful audio experience invites fans to decode cookie combinations