Oreo is a world famous brand. But in the UK, it’s a relative new addition to our traditionally dull biscuit repertoire.

Indeed, Oreo enjoys just 10% of the unprompted awareness and 40% less trial than the UK’s market leader.

With a mission to make Oreo a more iconic brand in the hearts and minds of Brits, we looked to the skies for inspiration.

Suspecting that the notorious British weather would spoil the biggest solar eclipse the UK had seen for 16 years we created our own Oreo Eclipse to guarantee every Brit could enjoy it.

As we suspected, the weather in most of the UK made the spectacle… well…less spectacular. That meant that - for the majority of the UK - the Oreo Eclipse was the ONLY one they enjoyed that day.

By giving the UK the eclipse that Mother Nature denied them, we drove vital product trial and made Oreo the star of the celestial event of the decade

• Sales rose 59% following the Oreo Eclipse.

• Helping make March 2015 Oreo’s biggest ever sales month in the UK.

We started by quite literally eclipsing The Sun - covering more than 2m copies of Britain’s biggest selling newspaper with its first ever translucent cover wrap and placing translucent Oreo Eclipse ads inside the paper too.

This was complimented by real-time outdoor which used Oreos to re-create the Eclipse.

Astronomical data enabled us to create digital screens which mirrored the exact timings and trajectory of the eclipse happening in the sky above them.

Time-lapse video captured Oreo Eclipse’s full cycle and was edited into a 10 sec film and distributed across social media WITHIN AN HOUR of the eclipse’s completion.

With the ultimate goal of moving Oreo further into the centre of UK culture, the eclipse was a perfect moment. Brits would be collectively looking in the same direction at the same time, and we’d put Oreo in full view.

We knew that the eclipse would see other brands settle for opportunistic social media stunts.

To make an impact on the consciousness of the UK, the Oreo Eclipse couldn't be that. It needed to be an unmissable event, executed at scale.

That meant creatively using mass media at a national level in ways it had never been used before.