Oreo’s BIG News:

More Cocoa, More WOW!

For the first time in 100 years Oreo's recipe was changing. By adding more cocoa they were making Oreo more wow! Turning it into the tastiest Oreo ever made… probably.

We turned Oreos' new recipe announcement into the biggest news in the Benelux and with over 2.5 million Oreo samples to give away, we knew we this was going to be BIG!

We started by blowing up our Oreos to epic proportions on DOOH, giving people a hint of what was to come. On social, we used influencers and mixed reality videos (courtesy of our amazing JIMMY artists) to create even more intrigue… but this was all building up to something even bigger.

Across the Benelux in major cities like Antwerp and Amsterdam, at places known to have huge foot traffic, we installed GIGANTIC Oreo packs. Packs so big you couldn’t help but stop in your tracks, whip out your phone and share. At each activation we gave away our millions of samples to hungry passersby, and all agreed this was definitely the tastiest Oreo ever made (they literally couldn’t say no).

And by scanning the QR code on our gigantic packs, you were taken to a bespoke game in which you had to keep your finger on the moving Oreo for as long as possible! The prize if you won? A year's worth of tasty new Oreos.

These gigantic Oreo packs are still rolling their way across the Benelux region, if you want to visit, check out where here. Oh, and stay tuned for a lot more epic work to come!