OREO: OREO SQUARE COOKIE
Mondelez tasked Saatchi & Saatchi Germany to promote Oreo's new recipe in 2024, facing consumer resistance and strict HFSS regulations. The goal was to turn skepticism into craving among snack-loving audiences by making the product update an unmissable experience.
Creative Idea
Players bit a round Oreo into a square to unlock a Minecraft game, launching a new square cookie.
Oreo transformed consumer skepticism about a recipe change into playful engagement by partnering with Minecraft, requiring players to bite a round cookie into a square to unlock an exclusive game experience, ultimately launching the first-ever square Oreo cookie. This turned a product update into a cultural phenomenon.
Creative Strategy Deconstructed
Company
Oreo possessed the courage to innovate its iconic product and partner with a massive cultural phenomenon like Minecraft.
Category
Traditional FMCG activations often struggle with consumer skepticism and regulatory limits when introducing product reformulations.
Customer
Consumers resist taste changes but crave novel, interactive experiences, especially when tied to hyped cultural phenomena.
Culture
Minecraft's immense popularity and iconic square-only universe provided a timely and perfect cultural hook for engagement.
Company
Oreo possessed the courage to innovate its iconic product and partner with a massive cultural phenomenon like Minecraft.
Category
Traditional FMCG activations often struggle with consumer skepticism and regulatory limits when introducing product reformulations.
Strategy:
Leverage cultural phenomena to transform product challenges into engaging, interactive experiences and new product forms.
Customer
Consumers resist taste changes but crave novel, interactive experiences, especially when tied to hyped cultural phenomena.
Culture
Minecraft's immense popularity and iconic square-only universe provided a timely and perfect cultural hook for engagement.
Strategy:
Leverage cultural phenomena to transform product challenges into engaging, interactive experiences and new product forms.
Strategy Technique
Borrow Equity
Oreo borrowed the immense popularity and iconic square aesthetic of Minecraft to make its recipe change relevant and exciting. This partnership transformed potential consumer resistance into a unique, unmissable experience.
Explore Technique
Creative Technique
Gamification
The campaign turned product tasting into an interactive Web-AR game, challenging users to physically alter the cookie to unlock digital content. This playful integration of product and game mechanics drove engagement.
Explore Technique
Additional Information
The innovative campaign, which transformed consumer skepticism into playful engagement through a unique Minecraft integration, was brought to life with production support from PoP Studios. This integrated digital marketing effort extended its reach across both Germany and the United Kingdom, aiming to engage snack-loving audiences in multiple
