OREO “My Oreo Creation” Contest

After the Wonder Vault rekindled fan love of OREO flavors we wanted to capitalize on the momentum by inviting them co-create with us. But co-creation in CPG was nothing new… Lays had already nailed it with “Do Us a Flavor.” If we were going to make flavors with fans we needed to add a playful twist.

Oreo is a brand built on wonder and creativity so we set out to show the world that we could transform anything in your imagination into a flavor. With the help of Ellie Kemper we launched #myOreoCreation contest with an invitation to pitch us your wildest ideas for a chance to see them transformed into an Oreo.

The result was Oreo’s largest consumer engagement activation to date with over 700K unique submissions, hitting new perception highs for the brand and canonizing OREO as #5 on Gen Z’s list of the “20 Most Beloved Brands”.