Cookies in space: OREO marketing campaign makes history

On April 11, OREO hosted a star-studded launch event graced by some of Southeast Asia’s biggest social personalities at Nimo Highlands, Bandung Regency in Indonesia.

The historic launch of the first OREO cookie into space was made in partnership with space agency Sent Into Space, in a broadcast live-streamed from Nimo Highland, Indonesia.

Millions of people tuned in to witness the historic moment live.

OREO brings space exploration to the masses with the OREO Space Dunk Cookie

In addition, OREO released their ‘behind the scenes’ documentary, combining raw and real footage of the OREO cookie being launched into space.

“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 Southeast Asia (SEA) regional marketing director.

OREO also unveiled the inaugural launch of the OREO Spaceburst Cream cookie in Southeast Asia- an exclusive limited-edition flavour with a subtle cooling sensation that feels like space in a bite.

The OREO Space Dunk cookies will feature five Galactic-themed embossments of varying rarities: 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 fan-favourite core flavours of Vanilla, Chocolate and Strawberry in leading retailers in the country.

Impactful activation

The launch of the OREO cookie into space was an atmospheric affair. Stepping through the futuristic Space Tunnel, guests entered the Cosmic Playground roaming with astronauts, where they could experience the Space Dome and float in the glory of the Milky Way.

Guests could also view the delightful OREO Space cookie embossments on the Wall Cookie Dome, enjoy tasty OREO treats at the Space Dunk Station and capture galactic images at the Infinity Seat.

The OREO Space Dunk cookies will feature five Galactic-themed embossments of varying rarities

OREO will also be rolling out its very first experience to bring the Milky Way Dunk into the hands of the consumers.

Along with this, consumers can purchase an OREO Space Dunk cookie pack and scan the QR code. Consumers can experience dunking OREO cookies into the Milky Way virtually, collecting points for every dunk to stand a chance to win exciting prizes.

Intriguing prizes such as a VR headset, a PlayStation 5, Samsung Galaxy Phone, OREO merch, and the grand prize of an OREO Space Theme Trip in Japan, are ready for grabs.

Following this groundbreaking initiative, OREO is also launching an exciting space-themed experience event in Vietnam.

The event will take place from 9:30am to 9:00pm on April 19 and 20 at Thiso Mall Sala at 10 Mai Chi Tho Street, Thu Thiem, Thu Duc, Ho Chi Minh City.

OREO is also launching an exciting space-themed experience event in Vietnam, taking place on April 19 and 20 at Thiso Mall Sala in Thu Duc, Ho Chi Minh City

The campaign took flight across Indonesia, Thailand, the Philippines, Taiwan, Singapore, Malaysia, Hong Kong, Vietnam, Cambodia, and Fiji.

With record-breaking engagement and stellar activation, the campaign cemented OREO’s legacy of innovation and immersive storytelling, delighting fans across the region and reconnecting them with their sense of curiosity, wonder and playfulness.

At its close, the OREO Space Dunk campaign was one of the most talked-about and high-impact marketing campaigns in Southeast Asia. The event’s immersive storytelling set a new benchmark for experiential marketing, making waves across digital platforms.

The campaign contributes to strengthening brand recognition in the marketing and communications industry and marks a strategic development milestone.

“OREO has always been about sparking joy and igniting imaginations. With the OREO Space Dunk campaign, we have taken our playful spirit beyond Earth’s boundaries, creating an experience that resonates with our fans across Southeast Asia,” said Lucas Levy, Mondelez SEA regional senior marketing director.

OREO is one of the iconic brands of Mondelez Kinh Do, part of Mondelēz International, Inc, a global snacking powerhouse. The company’s several other iconic global and local brands are Cosy, Kinh Do, Solite, Slide, AFC, RITZ, LU, Toblerone, Cadbury Dairy Milk, and many more.

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