Oreo is boldy going where no cookie has dunked before – into the milky way

KUALA LUMPUR, INDONESIA – Oreo has reimagined its iconic dunking ritual with the launch of its limited-edition Space Dunk cookies in Southeast Asia. Instead of dunking into milk, Oreo took a cosmic leap, introducing the OREO Milky Way Dunk, where cookies are dunked into the Milky Way.

“Oreo and milk’s bond is timeless. Launching Oreo Space Dunk cookies, we added a playful twist, taking Oreo’s dunk to new heights…literally!” said Jonathan McCarthy, Mondelez Vice President Marketing, SEA.

Leo Indonesia teamed up with Sent Into Space company to create a custom launch craft, sending OREO cookies into the stratosphere. The craft featured a hydraulic system to eject the cookie in a specific angle, giving a visual impression of Oreo getting dunked in the Milky Way. A multi-camera setup recorded the entire process, from take-off to ejection.

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“Leo Indonesia’s idea for launching Space Dunk cookies was both challenging and funny at same time. Despite having launched numerous things into space, sending a small cookie in a specific direction demanded substantial engineering and testing. It was also vital to ensure our custom space craft returned safely to earth with no environmental impact. We’re thrilled with the mission’s success!” shared Chris Rose, PhD, Head of Projects & Business Development at Sent Into Space.

Oreo puts a clever spin on space flights by being the first brand to give the impression of being dunked into the Milky Way. This twist, swapping dunking in milk for dunking the Milky Way, is designed to resonate with consumers and maintain Oreo’s authentic, relatable personality across markets.

“At OREO, we believe that a spark of childlike curiosity can bring families closer together. And what’s more curious (and fun!) than reinventing the iconic ritual of Dunking in milk – to dunking an Oreo into the Milky Way? This is one more playful step in our journey to connect the world through playfulness,” said Lucas Levy, Mondelez SEA Regional Marketing Director.

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OREO’s epic dunk launched on April 11th in Cukul, Indonesia, an ideal spot for viewing the Milky Way, hosting media and influencers from ten Asian markets. A film captured OREO’s voyage from its Cikarang factory in Indonesia to space, using a custom launch craft by Sent to Space. The video humorously depicts a visual impression of OREO’s attempt to “dunk” in the Milky Way, introducing the new Space Dunk cookies.

“When we wondered how OREO could launch space-themed cookies, the answer came straight from the galaxy. Whether there’s milk in the Milky Way, we can’t say, but we do know this is the most epic OREO dunk ever,” says Ravi Shanker, Chief Creative Officer at Leo Indonesia and Publicis Groupe Indonesia.

OREO’s Space Dunk campaign explores space across ten Asian markets with five unique embossments: rocket, helmet, star, telescope, and shooting star – all are inspired by the taste of space. The campaign captures children’s curiosity and parents’ imagination. At www.OREOspacedunk.com, a custom game developed by Leo Indonesia, lets consumers dunk OREOs in the Milky Way virtually on their mobile to earn points and win exciting prizes.

CREDITS

CLIENT: Mondelez International/Oreo SEA