From milk to Milky Way: OREO reimagines the iconic dunk via new Leo Indonesia campaign
OREO, cherished worldwide for its special bond with milk as epitomized by the “OREO dunk”, has reimagined this classic ritual. To introduce its limited-edition Space Dunk cookies in Southeast Asia, OREO took a cosmic leap, dunking not into a glass of milk but into the vast Milky Way. Presenting the extraordinary OREO Milky Way Dunk!
“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!” said Jonathan McCarthy Mondelez Vice President Marketing, SEA.
Leo Indonesia teamed up with Sent Into Space company 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!” says Chris Rose, PhD. Head of Projects & Business Development at Sent Into Space.
Oreo puts a clever spin on space flights by being the first brand to give the impression of being dunked into the Milky Way. This twist, swapping dunking in milk for dunking the Milky Way, is designed to resonate with consumers and maintain Oreo’s authentic, relatable personality across markets.
“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,” said Lucas Levy, Mondelez SEA Regional Marketing Director.
OREO’s epic dunk launched on April 11th 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,” says Ravi Shanker, Chief Creative Officer at Leo Indonesia and Publicis Groupe Indonesia.
OREO’s Space Dunk campaign explores space across ten Asian markets with five unique embossments: rocket, helmet, star, telescope, and shooting star – all are inspired by the taste of space. The campaign captures children’s curiosity and parents’ imagination. 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
Jonathan Mccarthy : Vice President Marketing, SEA (CMO)
Lucas Levy : Senior Director of Marketing South East Asia
Cheryl Thiang : Regional Senior Brand Manager Oreo Equity & Innovations
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 Designer : Cipto Noorseto
Graphic Designer : Dimas Wahyu
Project Management Supervisor : Widya Kusumawati
Regional Business Director : Neha Bansal
Associate Account Director : Bilal Syahrir
Senior Account Executive : Dominique Khairunisa
Senior Account Executive : 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 Producer : 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
Videographer & Editor : Hal Hollingworth
Videographer & Editor : Tom Rodgers
Technical & Engineering Lead : Matt Bate
Engineer & Launch Operator : Niall Dawson
Engineer & Launch Operator : Ethan Wheeler
Electronics Engineer & Launch Operator : Harrison Denton
Electronics Engineer & Launch Operator : Henry Morgan
Logistics & Operations Lead : Nick Gray
Marketing & Distribution Lead : Ben Ward
Marketing Assistant : Stephen Lin
Copywriter : Mike Bull
Production house: Seven Plus, Indonesia
Executive Producer : Andrew Foebe
Producer : Novel Evelyn
Director : Asko Tyas
Line Producer : Andhyta Ramadhania
Production Assistant : Febryan Irawan
Assistant Director : Junet
DOP : Barelvi
Art Director : Denny Setiawan
MUA : Intan Kristalia
Stylist : Febie Elita
UPM : Agung Huntsman
Unit : Biye Irwan
Casting Coordinator : Kamal Hasan
Talent Coordinator : Dhika & Mahmal
DIT : Samsir
Cinelog : Uud
Offline Editor : Sigit Mahardika
Post House : Lilac Post Production
Executive Producer Post: Dewit Senja
Producer : Gita Zamandora
Colorist : Sahrul
Online Editor : Elwi & Anjay
Audio : Khairul Umam
Gaming company : Made by Humans, Indonesia
Technical Director : Michael Andrian
