Oreo doomsday vault full#

And it actually sparked the conversation and huge earned media pickup. People would actually want the OREOs to be saved in perpetuity. A real person was concerned about who would save the OREOs. We’ll do this in a studio, it’s kind of a joke.” And they’re like, “No, we’re going to Svalbard, Norway, and we’re going to build a vault.” It’s tongue-in-cheek, but it taps into that serious love and passion for this brand. And we said, what if we actually create an OREO vault?Īnd I remember having the conversation with the agency and being like, “Well, we’re not really gonna go there.

One of the creative teams came across this tweet that an asteroid was coming toward the earth, and someone asked and “Who would save the OREOs?” And that led to this whole idea like, well, how could we save the OREOs? What would that actually look like? The creative team found this global seed vault, which is real in Norway, which stores core commodities for if we ever were hit by an asteroid. I know the idea came from a tweet but then how did it happen from there? We actually had an open brief with one of our agency partner where any creative in the agency could respond to an opportunity that that was relevant for OREO, and what’s happening in culture. One of my favorite creative executions last year was the OREO Doomsday Vault. This was a prime opportunity to really put something out in the world that was just joyful.Īs an added precaution, the OREO packs are wrapped in mylar, which can withstand temperatures from -80 degrees to 300 degrees Fahrenheit and is impervious to chemical reactions, moisture and air, keeping the cookies fresh and protected for years to come.” But we said, the world’s going to need something to really lift our spirits. We were trying to really celebrate the playfulness, despite our challenges of being removed from one another. Great timing, right? We recognized there’s a ton of an angst in the world right now, and uncertainty. We started conversations around the campaign with Lady Gaga in March or April of last year.

Oreo doomsday vault full#

We’ve had conversations over the years around what would it look like if we took it to the next level and brought it to a full 360 activation with a major artist. We launched Stay Playful, our big brand idea campaign on the Grammy’s with Wiz Khalifa and his son Sebastian. So tell me, how did the Lady Gaga OREO come to be? We’ve tapped into music for many years, as a way of expression.

We’re also the number one brand among millennials and empty-nesters. Google did a survey a couple of years ago where we’re the number one food and beverage brand among gen Z. And a lot of what we do is reminding people in a modern way of that simple joy-filled moment of eating an OREO with those you love. It reminds you of sitting around the kitchen table with your siblings or your parents twisting, looking, and dunking. You can’t be for empty nesters and gen Z-ers, right? Most of the things we do are rooted in our core essence, which is all about family connections. Sometimes there’s this sort of fallacy that you’ve gotta be true to your roots or your core consumer, or you’ve got to break through and appeal to the next generation. How do you navigate these kinds of efforts? I was having a conversation earlier this week with one of our agency leaders and we were talking about how OREO is an “and” brand. But we’ve seen that brands can create issues for themselves when they go into potentially polarizing territory. OREO covers so a lot of territory in that space, like your Pride initiative for the LGBTQ community. So we have to really work hard to ensure that we’re driving that relevancy. It’s an old brand, it can get tired easily. Or the Lady Gaga partnership, which has been a massive hit most recently. Or you think about millennial parents and what they and their children are interested in, and that led to a collab with the Trolls. And it varies, right? We’re trying to speak to and engage with teens and young adults, and that led us to a collab with Supreme. Really understanding what they’re interested in, what their passion points are, and how OREO can tap into those in an interesting way. And I think how we do that is by engaging with our fans in culture. For a legacy brand like OREO - we’ll be 110 years old next year - it’s so important that we maintain our relevancy. What does that mean for you and the brand? That’s a very good question to start off on. One thing that stood out in yours was how you talked about wanting to drive growth and sales, but also drive cultural impact. I like to lurk on people’s LinkedIn “About ” page. More than 450 billion Oreo cookies have been sold since their debut in 1912.