OREO Takes Dunking to Galactic Heights!

OREO is often best enjoyed with a classic dunk in milk, but this time, the brand has launched its iconic cookie into the cosmos! In an exciting twist, OREO has celebrated the release of its limited-edition Space Dunk cookies by attempting an epic dunk into the Milky Way.

Launching the Space Dunk!

With the bracing support of Sent to Space, OREOs were sent soaring through the stratosphere aboard a custom-built launch craft. Using a specially designed hydraulic system, the cookie was unleashed into the cosmos, achieving a celestial dunk like never before.

The Creative Spark Behind the Idea

To discover the inspiration behind this outlandish stunt, LBB's Sunna Coleman caught up with Leo Indonesia’s chief creative officer, Ravi Shanker, and creative partner, Dafi Alfadila. They explained that the idea was born from a desire to connect with local audiences by weaving the theme of space into the brand's playful narrative.

A Journey from Concept to Cosmic Reality

The initial thought was to create a virtual dunk against the backdrop of the Milky Way—until the team realized the potential for a real-life experience. An encounter with Sent Into Space reignited their vision, leading them to make the witty idea a tangible reality.

Facing Cosmic Challenges

While the engineers at Sent Into Space were seasoned at sending payloads into orbit, the team faced numerous hurdles, especially when it came to timing the ejection of the OREO at just the right angle and moment. However, after rigorous trials and collaboration, they successfully executed the world's first cookie dunk in space.

Testing the Limits of Imagination

From the lab to the stratosphere, the team tested their space rig and underwent multiple rehearsals to ensure fidelity against unpredictable challenges. Considering weather conditions and camera angles, after three weeks of meticulous tweaking, they felt ready to launch!

Creating a Buzz in the Cosmos

Though other brands had ventured into space, OREO aimed higher than mere visibility. They sought to create a truly iconic moment—transitioning the simple act of dunking into a full-blown galactic experience. The challenge was to harmoniously coordinate teams across seven markets, delivering a consistent narrative while adapting to local cultures.

Space Dunk Experiences Across Asia

From immersive events atop mountains in Indonesia, where the Milky Way can be viewed, to engaging stunts and installations in major cities, each country showcased the ‘Space Dunk’ experience in memorable ways. This was no small feat, requiring passionate teamwork.

A Playful Campaign Tone

The campaign’s film captures a documentary-like poetic tone. The aim was to keep OREO’s playful spirit alive while humorously deviating from its traditional milk dunking—poking fun while celebrating the absurdity of the concept. The playful vibe resonated, drawing laughter and awe from audiences of all ages.

Launch Day Reactions

On launch day, a captivated media audience praised the innovative stunt. Many were left in shock, processing the spectacle before them. Common reactions included curiosity about whether the OREO would make it to its destination—and if so, would it be edible?

Engaging Consumers in a Digital Realm

Beyond the grandeur of the launch, the campaign incorporated an interactive digital game, enhancing consumer engagement. Gamification urged people to join in the fun, completing tasks as they explored the cosmic dunk in a playful digital universe.

A Bold Achievement for a Small Market

The success of this campaign from Indonesia echoed a significant message: you don’t need to be in a massive market to make a bold statement. With creativity and teamwork, anything—even a cookie dunk in the Milky Way—can become a reality!

This audacious endeavor, dubbed the ‘Space Dunk,’ illustrates the remarkable power of imagination and innovation. It’s a delightful reminder that OREO’s spirit of playfulness knows no bounds!