DÜSSELDORF, GERMANY — In a campaign set to excite consumers just like the legendary arcades did in the ’80s and ’90s, OREO is firing up the nostalgia trend by partnering with PAC- MAN. The yellow gaming icon is known to thrill Millennials and Gen Zs alike.
Letting consumers chase playfulness, OREO launches six special edition cookie embossments inspired by the PAC-MAN world. Cookie lovers are to scan each cookie individually and unlatch up to six exclusive OREO PAC-MAN mazes, each consisting of three different levels. Once players have completed the three levels, they can access an exclusive OREO PAC-MAN digital prize. And once that first maze is completed, they can scan the next cookie – and keep on playing.
Each player gets a chance to enter the raffle and win amazing prizes on the official OREO website**. So – playful times are guaranteed.
The ’80s and ’90s may be back on trend, but the reality is, that PAC-MAN has never left. Now, for the first time, OREO & PAC-MAN invite Europe to “Chase Playfulness!“
Saatchi & Saatchi is leading the creative work which will be launched across 42 European countries.
Perrine Willaey, Marketing Director at Sweet Bakery MEU at Mondelēz, said “At OREO, we are on a mission to fill the world with more playful moments that bring people together. And this year, we dialed this up by turning our OREO cookie itself into a game. Collaborating with the world’s retro game icon was just the way to achieve this. Together with our partners at BANDAI NAMCO, we turned OREO X PAC-MAN into a truly unique experience, inspiring our consumers to chase playfulness.”
Aadil Tayouga, Licensing & Business Strategy Director at Bandai Namco Europe, highlighted, “We want to thank the teams at Saatchi & Saatchi that have been tremendous work to make this collaboration between OREO and PAC-MAN possible. With this integrated marketing campaign that focused on the most relevant touchpoints for consumers, they have captured the essence of the fun between our two brands to create a great campaign.”
Dennis May, Chief Creative Officer at Publicis DACH, added, “Being granted the trust to leave beaten tracks and create new ones for a brand with the help of technology and unique collaborations, is a rare opportunity. We stayed playful with this unique approach – and are more than proud about an activation that, yet again, redefines what’s possible. And introduces yet another way of staying playful.”
The OREO PAC-MAN special edition cookies will be a limited edition and available while stocks last, so look out for them on shelves from January 2024.
**Subject to regional availability.
Credits Mondelēz Europe
Guillaume Brochen – Sr. Marketing Director Bakery
Perrine Willaey – Marketing Director Sweet Bakery MEU
Marta Sansò – Equity Marketing Manager Europe
Jonathan Ryan – Equity Marketing Manager Europe
Bozhana Miteva-Malinova – Brand Manager OREO ME
USaatchi & Saatchi, Düsseldorf
Dennis May – Chief Creative Officer
Stephanie Rupp – Chief Business Officer
Richard Court – Senior Client Partner
Jan Propach – Executive Creative Director
Ian Guimaraes – Creative Director
Marko Werth – Creative Director
Corinne Malsert – Global Strategy Officer
Miguel Paz Chagoya – Client Partner
Elvira Fernández Rueda – Senior Account Manager
Eva Chan – Senior Account Manager
Concept:
Patricia Boto Marquez
Alexander Corral de Egia
Daniela Jeschkeit
Cara Shikura
Art director:
Patricia Boto Marquez – Art Director
Alexander Corral de Egia – Art Director
Marcelo Seguti – Art Director
Cara Shikura – Art Director
Copywriter:
Ingo Klein – Senior Copywriter
Gabriel LePesteur – Senior Copywriter
Daniela Jeschkeit – Copywriter
PoP Studios, Hungary
Petra Aniot-Helt – Producer
Beatrix Imrei – Project Lead
Judit Szabó – Production Manager
János Mogyorosi – Post Producer
Tamás Szabó – Motion Design
Győző Lukács – 3D artist
Film directors
Bellonne + Consonni
