Oreo / Germany / 2025Promo · Social · Events & Sponsorship · Design & Packaging · Digital & Tech
Square Cookie.
Oreo tied its new, less sugary recipe to A Minecraft Movie by asking fans to bite the round cookie into a square to unlock an AR game.
- Brand
- Oreo
- Market
- Germany
- Region
- Global
- Year
- 2025
The challenge
Oreo needed people to taste a reformulated cookie with more cocoa and less sugar.
The idea
Since nothing in Minecraft is round, fans bit the new Oreo into a square and scanned it to enter an augmented reality game. Demand was strong enough that the brand then released a limited-edition square cookie.
Case study source: Activation Ideas Source ↗
