OREO Х PAC-MAN Collaboration
22.11.2024
Context
The world’s favourite black and white cookie represents so much simple joy and playfulness in our lives. Though Gen Z and Millennials are the target audience. In line with their commitment to becoming the gaming snack of choice, Oreo teamed up with a universal icon of gaming – PAC-MAN.
Challenge
The challenge to create a unique visual identity for the collaboration – incorporating the best of both brand worlds – across six bespoke cookie designs and limited-edition packaging, for multiple European markets. In a world full of iconic collaborations, we sought to create the most playful and tasty one. The aim? To unlock a brand experience full of nostalgia and fun – and cement Oreo’s status as the world’s most playful cookie.
Inspiration
PAC-MAN has two distinctive aspects. One is it’s characters. The playful Ghosts who chase PAC-MAN’s iconic form around the maze need no introduction. Secondly, PAC-MAN is entirely about navigating the maze, and the Original embossment of an Oreo cookie has always had a maze–like quality to it.
Design
With that in mind, we turned each of Pacman’s distinctive assets into a maze – created with a blend of Oreo florets, dot/dash linework, and playful pattern to combine the best of both worlds into something more bespoke. It’s not often you get to design a cookie – and we were were tasked with six. This came with navigating the many technicalities of balancing cookie mass, ensuring line weights can withstand ‘crumble’ and being mindful of how a design might fill in once baked, to ensure impact. In partnership with Saatchi and Saatchi, the cookies were made scannable – with each unique embossment allowing consumers to unlock special mazes, and prizes (if you beat the ghosts!) Visualisation was also it’s own challenge – bringing the cookie designs to life in full 3D glory was our next task – and with it came the opportunity to create a distinctive hero cookie embossment – with a wedge tactically removed to form the iconic PAC-MAN silhouette. This hero cookie then came to life across multiple touchpoints across the packaging, in-store, activation and campaign.
Using our distinctive Oreo Blue as a canvas, the packaging range sought to bring the maze to life more immediately, with our cookies at the heart of it, setting the scene for gameplay – and snack time. Using a digital design process allowed us to change the cookies shown on pack every time.
Engagement
Our packs and cookies were widely shared on social media – with the packs having clear disruption on shelf vs. the Original pack. the benefit of having six cookies with universal appeal is the collectability factor. The bigger challenge was to refrain from eating them on sight before collecting them all! Nostalgia never tasted so good.
Mondelez International, a giant in the fast-moving consumer goods (FMCG) sector, has made significant strides since its inception in 2012 as a spin-off from Kraft Foods. Renowned for an impressive portfolio of iconic brands, Mondelez appeals to a wide range of tastes across more than 150 countries. In this blog post, Contest Distribution, an official distributor of Mondelez products, will explore the impact and reach of these beloved brands in Iran. We will learn more about the company’s history, its extensive product range, and the specific appeal of its offerings in the Iranian market.
A Glimpse into Mondelez International:
Mondelez International stands as a testament to strategic innovation and marketing prowess. The company boasts a broad spectrum of products that have become household names globally. From the creamy delight of Milka chocolates to the crunchy satisfaction of Oreo cookies, Mondelez brands are synonymous with quality and perfection.
Iconic Brands under Mondelez International:
Oreo: Known as the world’s best-selling cookie, Oreo offers a unique combination of chocolate wafers and sweet cream filling. Its versatility and playful spirit make it a favourite among all age groups.
Cadbury: This brand represents a legacy of over 200 years, with its rich and smooth chocolate varieties loved worldwide.
Milka: With its origins in Switzerland, Milka offers a range of creamy chocolates made from Alpine milk, available in delightful flavours. Some of the most famous Mondelez chocolate brands include: Milka Alpine Milk, Milka Oreo, Milka Hazelnut, Milka Caramel, Milka Strawberry, Milka Daim, Milka Milk & Cream, Milka Almond Caramel, Milka White Chocolate, Milka Bubbly, Milka Chips Ahoy, Milka Triolade (three layers: white, milk, and dark chocolate), Milka Choco & Wafer Almond caramel, and many more.
Toblerone: Famous for its distinct triangular shape and honey-almond nougat, Toblerone is another symbol of Swiss chocolate craftsmanship.
LU: A leader in the biscuit market, LU’s products, including TUC and Belvita, are known for their quality and delicious taste.
Halls: This brand provides a range of mentholated cough drops, gums, and candies, offering soothing relief and refreshment.
Trident: As a pioneer in sugar-free gum, Trident promotes oral health while delivering a burst of flavour.
The world’s favourite black and white cookie represents so much simple joy and playfulness in our lives. Though Gen Z and Millennials are the target audience. In line with their commitment to becoming the gaming snack of choice, Oreo teamed up with a universal icon of gaming – PAC-MAN.
Challenge
The challenge to create a unique visual identity for the collaboration – incorporating the best of both brand worlds – across six bespoke cookie designs and limited-edition packaging, for multiple European markets. In a world full of iconic collaborations, we sought to create the most playful and tasty one. The aim? To unlock a brand experience full of nostalgia and fun – and cement Oreo’s status as the world’s most playful cookie.
Inspiration
PAC-MAN has two distinctive aspects. One is it’s characters. The playful Ghosts who chase PAC-MAN’s iconic form around the maze need no introduction. Secondly, PAC-MAN is entirely about navigating the maze, and the Original embossment of an Oreo cookie has always had a maze–like quality to it.
Design
With that in mind, we turned each of Pacman’s distinctive assets into a maze – created with a blend of Oreo florets, dot/dash linework, and playful pattern to combine the best of both worlds into something more bespoke. It’s not often you get to design a cookie – and we were were tasked with six. This came with navigating the many technicalities of balancing cookie mass, ensuring line weights can withstand ‘crumble’ and being mindful of how a design might fill in once baked, to ensure impact. In partnership with Saatchi and Saatchi, the cookies were made scannable – with each unique embossment allowing consumers to unlock special mazes, and prizes (if you beat the ghosts!) Visualisation was also it’s own challenge – bringing the cookie designs to life in full 3D glory was our next task – and with it came the opportunity to create a distinctive hero cookie embossment – with a wedge tactically removed to form the iconic PAC-MAN silhouette. This hero cookie then came to life across multiple touchpoints across the packaging, in-store, activation and campaign.
Using our distinctive Oreo Blue as a canvas, the packaging range sought to bring the maze to life more immediately, with our cookies at the heart of it, setting the scene for gameplay – and snack time. Using a digital design process allowed us to change the cookies shown on pack every time.
Engagement
Our packs and cookies were widely shared on social media – with the packs having clear disruption on shelf vs. the Original pack. the benefit of having six cookies with universal appeal is the collectability factor. The bigger challenge was to refrain from eating them on sight before collecting them all! Nostalgia never tasted so good.
Mondelez International, a giant in the fast-moving consumer goods (FMCG) sector, has made significant strides since its inception in 2012 as a spin-off from Kraft Foods. Renowned for an impressive portfolio of iconic brands, Mondelez appeals to a wide range of tastes across more than 150 countries. In this blog post, Contest Distribution, an official distributor of Mondelez products, will explore the impact and reach of these beloved brands in Iran. We will learn more about the company’s history, its extensive product range, and the specific appeal of its offerings in the Iranian market.
A Glimpse into Mondelez International:
Mondelez International stands as a testament to strategic innovation and marketing prowess. The company boasts a broad spectrum of products that have become household names globally. From the creamy delight of Milka chocolates to the crunchy satisfaction of Oreo cookies, Mondelez brands are synonymous with quality and perfection.
Iconic Brands under Mondelez International:
Oreo: Known as the world’s best-selling cookie, Oreo offers a unique combination of chocolate wafers and sweet cream filling. Its versatility and playful spirit make it a favourite among all age groups.
Cadbury: This brand represents a legacy of over 200 years, with its rich and smooth chocolate varieties loved worldwide.
Milka: With its origins in Switzerland, Milka offers a range of creamy chocolates made from Alpine milk, available in delightful flavours. Some of the most famous Mondelez chocolate brands include: Milka Alpine Milk, Milka Oreo, Milka Hazelnut, Milka Caramel, Milka Strawberry, Milka Daim, Milka Milk & Cream, Milka Almond Caramel, Milka White Chocolate, Milka Bubbly, Milka Chips Ahoy, Milka Triolade (three layers: white, milk, and dark chocolate), Milka Choco & Wafer Almond caramel, and many more.
Toblerone: Famous for its distinct triangular shape and honey-almond nougat, Toblerone is another symbol of Swiss chocolate craftsmanship.
LU: A leader in the biscuit market, LU’s products, including TUC and Belvita, are known for their quality and delicious taste.
Halls: This brand provides a range of mentholated cough drops, gums, and candies, offering soothing relief and refreshment.
Trident: As a pioneer in sugar-free gum, Trident promotes oral health while delivering a burst of flavour.