DÜSSELDORF, GERMANY — This 2023, beloved sandwich cookie brand OREO is partnering with Xbox to create an unmissable activation that will unlock playfulness in real life. Creative agency Saatchi & Saatchi is leading the creative work that will be launched across more than 20 European countries for the project.
OREO and Xbox are on a mission, putting the cookies at the heart of the campaign by leveraging something that has been part of the gaming world for a long time: cheat codes.
Cheat codes allow players to unlock special features or abilities in the game that are not available through standard play. For the first time in Europe, OREO is launching six different embossments inspired by the Xbox controller. Consumers will be able to create combinations with the OREO Xbox Special Edition cookies and unlock amazing prizes on the official website.
The possibilities are endless – players could use cookies to unlock a custom Xbox Series S Console designed to look like an OREO cookie being dunked into milk, Xbox Game Pass Ultimate subscriptions, Xbox Stereo Headsets, or exclusive OREO-themed in-game content**:
- “Valiant Corsair” Sail Set for Sea of Thieves.
- “Parade Ground” Armour Coating for Halo Infinite.
- “2009 Pagani Zonda Cinque Roadster ‘Oreo Edition’“ for Forza Horizon 5.
As gaming is becoming extremely popular nowadays, both brands are stepping up by bringing their perfectly matching DNA to the table, creating playful moments for millennials, gamers, and customers alike.
Chiara Missio, Marketing Director Treat (Oreo & Choco bakery) at Mondeléz, is excited about this partnership: “At OREO, we are always looking for ways to fill the world with more playful moments that bring people together that’s why we’re so excited for fans to enjoy this Xbox partnership and unlock their playful side.”
“Xbox believes gaming should be fun for everyone and OREO is all about bringing more playfulness into the world, which is why we are very excited about this collaboration. This partnership has been in the works for some time now and we cannot wait for fans to experience it – from the OREO Xbox special edition cookies to in-game content and unique OREO Xbox Series S Consoles”, said Marcos Waltenberg, Director of Global Partnerships & Social Impact for Xbox.
Dennis May, Chief Creative Officer, can only agree: “This is really a match made in heaven for us. The creative aspiration of both brands is similar and a great challenge. By leveraging something that has been part of the gaming world for a long time, we put the cookie at heart and create an activation that can live outside the gaming world”.
The OREO Xbox Special Edition cookies will be limited-edition and available while stocks last so look out for them on shelves from January 2023.
Fans looking to participate in the fun can visit www.oreo.eu
*Source: Euromonitor Int. Ltd; Snacks 2023 ed.; Sweet Biscuits brand share 2022 retail value sales
**Subject to regional availability.
CREDITS
Credits Mondelēz Europe
Guillaume Brochen – Sr. Marketing Director Bakery
Chiara Missio – A. Marketing Director Treat (Oreo & Choco bakery)
Jonathan Ryan – Base & Equity Manager Oreo
Agata Maciag – Junior Brand Manager Oreo MEU
Saatchi & Saatchi, Düsseldorf
Dennis May – Chief Creative Officer
Stephanie Rupp – Chief Business Officer
Christian Anhut – Executive Creative Director
Jan Propach – Executive Creative Director
Miguel Paz Chagoya – Client Partner
Elvira Fernández Rueda – Senior Account Manager
James Whatley / James Larman / Sarah Sandford – Strategy Partner
Concept:
Gabriel Lepesteur
Ian Guimarães
Art director:
Ian Guimarães – Senior Art Director
Eduardo Macedo – Senior Art Director
Marcelo Seguti – Art Director
Cara Shikura – Art Director
Copywriter:
Gabriel Lepesteur – Senior Copywriter
Daniela Jeschkeit – Copywriter
Production
Dominic O’Riordan – Director
Iconoclast – Production company
Robert Sieg – Producer
Creep – Postproduction company
PoP Studios
Petra Aniot-Helt – Group Account Director
Beatrix Imrei – Senior Account Director
Agnes Hir – Production Account Manager
Microsoft:
Marcos Waltenberg – Director of Global Partnerships and Social Impact, Xbox
Gordon Donald – International Partnerships Lead, Xbox
Microsoft Partner Agency – Miai Brand Partnerships:
Bolu Akindoyin – COO and Partnerships Director
Scott Zeall – Partnerships Manager
Taya Harris – Assistant Partnerships Manager
