BACKGROUND: OREO was tasked to create a record-smashing campaign on the heels of successes like Game of Thrones and Lady Gaga.We needed to enlist a partner that matched our brand ethos and spirit in order to channel their rabid brand fandom and passion into love for our cookie. We needed to turn a humble cookie into a cultural icon. And in a sea of brand collabs and saturated social feeds, we needed to break through with content and a product that people would truly want to engage with in meaningful ways that would drive the business further.

CREATIVE CHALLENGE: To make this campaign more than just your typical collaboration we needed to identify a fandom that fit within the foundation of our playful personality so our fan fervor could be magnified. Enter Pokémon. Pokémon's playful spirit and cultural cache made them the perfect partner to make fans go crazy for the collection. Upon selection of Pokémon, it was critical that our creative execution married the behaviors and mindset of Pokémon fans and applied it to how people eat OREOs. In fan’s eyes, this partnership and its corresponding work in-market needed to feel designed from both of our DNA and authentic to our soul.

SOLUTION: OREO fans love trying everything new from OREO just as Pokémon fans love exploring and collecting Pokémons. Discovery and rarity is core to Pokémon. We decided that Pokémon’s newest collectable craze wasn’t going to come in the form of cards, but in the form of COOKIES. We created a unique rarity scheme for 16 exclusive characters, harmonizing with their scarcity in the Pokémon realm and encouraging fans to embark on a quest to “catch them all”. We brought the collaboration to life with an out-of-home installation featuring a pixelated Pikachu constructed from 8,000 3D replicas of the limited-edition cookies, a pixelated animated video that was so good you could eat it - and we mean literally as it was made entirely out of ACTUAL OREO cookies. made entirely out of OREO cookies. Our special packaging was so special in the way we honored these characters that fans were seeing it as a Pokémon fan-relic and selling it on Ebay.

EXECUTION: Our collaboration content stopped fans in their tracks and got them running to stores to pick up our pack. Even though we’re already heralded as America’s favorite, we still were able to drive double digit sales growth and smash our own impressive records. Pokémon was officially becoming the most successful LTE pack in OREO’s history and driving critical revenue and share growth versus prior year (September: +12.4% growth, October: +7% growth). The product generated $11.8MM in-store sales over 6 weeks, the FASTEST SELLING OREO edition EVER in the US, and sold out on OREO.com within 3 hours. OREOxPokémon beat all of OREO’s previous powerhouse collaborations. We dominated online buzz:  - 2.62B+ UVPM Total Program Impressions  - 374 Broadcast Segments on Top 50 DMAs. Our rarest Mew cookies even appeared on eBay for thousands of dollars!