Oreo cookies have been dunked in milk for decades. But to introduce limited-edition Space Dunk cookies in Southeast Asia, Leo Indonesia and Oreo decided the new cookies deserved something more cosmic than the classic Oreo Dunk – dunking them not into a glass of milk but into the vast Milky Way.
“Oreo and milk’s bond is timeless. Launching Oreo Space Dunk cookies, we added a playful twist, taking Oreo’s dunk to new heights…literally,” stated Jonathan McCarthy Mondelez vice president marketing, SEA.
Leo Indonesia teamed up with space-themed marketing agency, Sent Into Space, to create a custom launch craft, sending Oreo cookies into the stratosphere. The craft featured a hydraulic system to eject the cookie in a specific angle, giving a visual impression of Oreo getting dunked in the Milky Way. A multi-camera setup recorded the entire process, from take-off to ejection.
“Leo Indonesia’s idea for launching Space Dunk cookies was both challenging and funny at same time. Despite having launched numerous things into space, sending a small cookie in a specific direction demanded substantial engineering and testing. It was also vital to ensure our custom space craft returned safely to earth with no environmental impact. We’re thrilled with the mission’s success,” commented Chris Rose, PhD. head of projects & business development at Sent Into Space.
“At OREO, we believe that a spark of childlike curiosity can bring families closer together. And what’s more curious (and fun!) than reinventing the iconic ritual of Dunking in milk – to dunking an Oreo into the Milky Way? This is one more playful step in our journey to connect the world through playfulness,” added Lucas Levy, Mondelez SEA regional marketing director.
Oreo’s epic dunk launched on April 11 in Cukul, Indonesia, an ideal spot for viewing the Milky Way, hosting media and influencers from ten Asian markets. A film captured Oreo’s voyage from its Cikarang factory in Indonesia to space, using a custom launch craft by Sent to Space. The video humorously depicts a visual impression of Oreo’s attempt to “dunk” in the Milky Way, introducing the new Space Dunk cookies.
“When we wondered how Oreo could launch space-themed cookies, the answer came straight from the galaxy. Whether there’s milk in the Milky Way, we can’t say, but we do know this is the most epic Oreo dunk ever,” commented Ravi Shanker, chief creative officer at Leo Indonesia and Publicis Groupe Indonesia.
The Oreo Space Dunk cookies is available in ten Asian markets with five unique cookie embossments – rocket, helmet, star, telescope, and shooting star – all inspired by the taste of space. At www.OREOspacedunk.com, a custom game developed by Leo Indonesia, lets consumers dunk Oreos in the Milky Way virtually on their mobile to earn points and win exciting prizes.
Credits:
Client: Mondelez International [Oreo SEA]
Vice President Marketing, SEA (CMO): Jonathan Mccarthy
Senior Director of Marketing South East Asia: Lucas Levy
Regional Senior Brand Manager Oreo Equity & Innovations: Cheryl Thiang
Creative Agency: Leo Indonesia
Chief Executive Officer: Sony Nichani
Chief Creative Officer: Ravi Shanker
Creative Partner: Dafi Alfadila
Senior Art Director: Randy Handoko
Associate Creative Director: Novia Achmadi
Senior Copywriter: Ayu Meutia
Graphic Designers: Cipto Noorseto & Dimas Wahyu
Project Management Supervisor: Widya Kusumawati
Regional Business Director: Neha Bansal
Associate Account Director: Bilal Syahrir
Senior Account Executives: Dominique Khairunisa & Mirandini Safira
Digital Acceleration Lead: Imran Quraishi
Digital Experience Lead: Sugoro Putro
Digital Technology Manager: Dede Supriyatna
Studio Manager: Iim Rajab
Senior FA Artist: Suryadi Suryadi
Head of Production: Anti Istianti
Head of Broadcast Production: Budiarto Lambot
Broadcast Produce : Shabrina Nugroho
Senior Print Producer: Nurina Windyarini
Senior Broadcast Producer: Eva Karina
Space launch company: Sent to Space UK
Head of Projects : Dr. Chris Rose
CTO: Dr Alex Baker
Creative Director: Matt Lanning
Senior Videographer: Eva Yap
Videographers & Editors: Hal Hollingworth & Tom Rodgers
Production Company: Seven Plus Indonesia
Executive Producer : Andrew Foebe
Producer: Novel Evelyn
Director: Asko Tyas
Line Producer: Andhyta Ramadhania
Post Production: Lilac Post Production
Executive Producer Post: Dewit Senja
Producer: Gita Zamandora
Colourist: Sahrul
Online Editor: Elwi & Anjay
Audio: Khairul Umam
Gaming Company: Made by Humans Indonesia
Technical Director: Michael Andrian
