Oreo Square Cookie
Open the game- Brand
- Oreo
- Objective
- Product launch
- Industry
- Food & drink
- Mechanic
- Puzzle
- Platform
- In-game
Objective
Oreo reformulated its signature cookie with more cocoa and less sugar to enhance flavor and needed to convince consumers to try the new recipe. The brand partnered with A Minecraft Movie, a major film release, to create a memorable and shareable tasting experience that would drive trial among fans of both the game and the cinema phenomenon.
Solution
The campaign invited fans to participate in a taste experience tied to Minecraft's core aesthetic—in a game where nothing is round, Oreo created square cookies. Participants bit the limited-edition square Oreo cookie, tasted the new formula, and scanned it with their phone to unlock an AR game called 'Steve's Stash,' where players hunted for hidden objects in a Minecraft-themed environment. The square cookies featured four different designs incorporating Minecraft elements: sword, pickaxe, crystal, and Creeper character. Prizes included VIP trips to Warner Bros Studios in Los Angeles and exclusive Oreo × Minecraft merchandise. The brand produced 1,200 units of the limited-edition square cookies, positioning it as both a product trial platform and a collectible.
Results
Not published.
