ABOUT

Pokémon fans love exploring and collecting Pokémon just as OREO fans love trying everything new from OREO. To promote the new OREO x Pokémon limited-edition cookie, we surrounded the launch with elements of discovery. The collab was announced with a pixelated animated video made entirely out of OREO cookies. The video embodies the spirit of both partners, with a scene showing a trainer pursuing and capturing a Pikachu of their own before revealing the special packaging, which features the honored creatures. We brought the collaboration to life with an out-of-home installation featuring a pixelated Pikachu constructed from 8,000 3D replicas of the limited-edition cookies. The mural was located on the Venice Beach Boardwalk in Los Angeles and was shared across OREO's social channels. We paid tribute to the most beloved Pokémon with 16 unique cookie embossments — BUT just like in the Pokémon world, some cookies were harder to find. Each pack is filled randomly and doesn't necessarily contain all 16 cookie designs — every pack is a new chance for discovery. Oreo x Pokémon smashed sales records, officially becoming the most successful LTE pack in Oreo’s history and driving critical revenue and share growth versus prior year (September: +12.4% growth, October: +7% growth). The product generated $11.8MM in-store sales over 6 weeks, the fastest selling Oreo edition ever in US, and sold out on Oreo within 3 hours. Oreo x Pokémon beat all of OREO’s previous powerhouse collaborations. We dominated online buzz:  - 2.62B+ UVPM Total Program Impressions  - 374 Broadcast Segments on Top 50 DMAs   - 14M+ total organic social impressions  - 364k+ total organic social media engagements with 1.5M+ total video views across organic social, 29.3M+ views across paid social  - 14k+ Instagram shopping clicks, 12k over Oreo LTE average  - Our rarest Mew cookies appeared on eBay for thousands of dollars