OREO x Pokémon
OREO (Mondelez International, Inc.)
Issue 62 | March 2022
Agency
360i
Creative Team
Chief Creative Officer: Menno Kluin Executive Creative Director: Michael Schachtner Associate Creative Directors: Chris Nelson, Morgan Perrine Design Director: Brian Gartside Art Director: Jorge Diaz Copywriter: Emmanuel Rocha Senior Copywriter, Social: Christian Napolitano
Production Team
EVP, Integrated Production: Ed Zazzera SVP, Integrated Production: Carissa Ranelycke Executive Producer: Carly Salaman MediaMonks Head of Integrated Film: Debora den Iseger Executive Producers: Jason Georgen, Kent Smith Senior Producer: Andrew May EVP, Group Account Director: Laura Davis Associate Account Director: Odalis Lopez Account Manager: Rachel Startz Business Affairs Director: Alex Lebosq Senior Business Affairs Manager: Gabbie de Lara Audio Post Production: ponysound Sound Design + Mix: Josh Wilson Animation: Framestore Executive Producer: Larissa Berringer Head of Production: Cat Pavitt Producer: Samantha Wong Creative Director: Timothy Williams Head of CG: Jordan Carroll CG Lead: Daniel Bruce Compositing Lead: Joseph Taylor Illustrators, Cel Animation: Harry Teitelman, Ali Beisber, Mo Yang Designers: Gabriel Perez, Will Golladay, Jordan Harris Animation: Edwin Schaap CG Team: Chris Friesen, CK Lu, Femi Aroyewun Online Editor: Stephen Cheatum Flame: Serina Flores
Other Credits
OREO Senior Director: Justin Parnell Marketing Director, Equity: Marion Saenen Sr. Brand Manager: Olympia Portale Production Specialist: Beth McMorrow Regional Content Producer: Christina Woolston PR Agency: Weber Shandwick Vayner Media Senior Vice President, Media: Tzeitel Haviland Vice President, Media: Ashley Judson Director, Media Planning: Gillian Curtis Manager, Media Planning: Yesha Shah Associate, Media Planning : Ashley Park Media Analyst: Tanya Khorti Vice President, Media: Anthony Scarola Associate Director, Media Buying: Shivanii Manglani Manager, Media Buying: Abby Nodvin Analyst, Buying: Kyle Wenning Vice President, Strategy: Stephanie Halphen Director, Strategy: Lisa Bernstein Associate Strategist: Justin McMillin 360i Chief Strategy Officer: Raig Adolfo Strategy Director: Maggie Walsh Senior Strategist: Justine Deutsch Strategist: Skylar Motley Project Manager: Helen Lu VP, Account Management: Joshua Safran Account Supervisor: Kristine Dowd Associate Account Executive: Sydney Wheeler VP Social & Influencer: Kristin Maverick Associate Director, Social Marketing & Strategy: Ari Berkowitz Senior Social Strategist: Cathy Tobon Social Marketing Manager: Jenna D’Ambrosio
Date
September 2021
Background
Both OREO and Pokémon are centered on discovery and adventure. Pokémon fans love exploring and collecting the wide variety of Pokémon types as much as OREO fans love finding and trying everything new from OREO. The idea was to bring these two passionate fandoms together, encouraging them to discover and collect the most recognizable Pokémon from every generation and region, in their new OREO cookie form. This spirit of discovery comes through in the cookies’ rarity scheme, with some harder to find than others -- enticing fans to discover ‘em all.
Idea
The limited edition activation was phased to own the news, dropping a teaser video on social months before launch to watch excitement about the collaboration spread, and then fueling the fire by cryptically teasing the unveiling of our art installation, encouraging followers to guess what we were about to reveal. The OREO x Pokémon collaboration was brought to life with an out-of-home art installation featuring a pixelated Pikachu made entirely out of 8,000 3D replicas of the limited edition OREO x Pokémon cookies. The larger-than-life mural was located on the high-traffic Venice Beach Boardwalk in Los Angeles, and was also shared across Oreo’s social channels for those who were unable to see it in person. The formal announcement of the collaboration also included a playfully pixelated video crafted entirely out of the limited edition cookies, as well as influencer and paid media. The OREO x Pokemon cookies pay tribute to some of the most beloved Pokémon, with 16 unique cookie embossments featuring Pokémon such as Pikachu, Bulbasaur, Charmander and Squirtle— BUT just like in the Pokémon world, some OREO x Pokémon cookies are harder for Trainers to find. Each pack is filled at random and does not necessarily contain cookies with all 16 embossment designs, meaning every cookie pack is all about discovery and a new chance to find them all. The rarity of the designs embossed on the cookies range from easy to find to hard to find, and the hardest to find (Mew) is featured on an extremely limited amount of the total cookies produced.
Results
Oreo x Pokémon LTE packs crushed records for their previous LTE partnerships, beating out powerhouses like Lady Gaga and Game of Thrones brands. From their first organic tweet seeding the partnership, social media served as the medium to ignite the Pokémon fandom and help fans “catch them all.” Tapping into the power of two existing fandoms allowed this initiative to deliver high engagement for their paid social; it has been well established that consumers love Oreo limited-edition cookies, so that combined with the power of Pokémon motivated the consumers to lean into the content. The strategic partnership with a beloved and enduring cultural phenomenon allowed the storytelling to shine through into new earned media verticals such as gaming, esports, entertainment and business. Dominated online buzz with overwhelmingly positive vibes. • 2.62B+ UVPM Total Program Impressions, topping Supreme LTE’s 2B impressions • 1,644 Total Online, Broadcast + Social Placements • 374 Broadcast Segments on Top 50 DMAs; over 200% more broadcast hits than Lady Gaga LTE • 14M+ total organic social impressions • 99% positive + neutral sentiment • Broke into new media verticals not typically reached with LTE announcements including: gaming, esports, entertainment, and business. An outpouring of enthusiasm for the LTE, with fans hyped to discover all 16 Pokémon and thrilled Oreo understands the Pokémon brand and fandom. • 364k+ total organic social media engagements • 1.5M+ total video views across organic social • 29.3M+ views across paid social • 14k+ Instagram shopping clicks, 12k over Oreo LTE average • Influencer posts garnered 5.1% average engagement rate vs. Industry 2% benchmark • Like the rarest Pokémon cards, our rarest Mew cookies appeared on eBay for thousands of dollars Oreo x Pokémon smashed sales records, officially becoming the most successful LTE pack in Oreo’s history. • Drove critical revenue and share growth versus prior year (September: +12.4% growth, October: +7% growth) • $11.8MM 6 week brick-and-mortar in-store sales- fastest selling Oreo edition of all time in US. • Sold out on Oreo.com in 3 hours of release