OREO Stay Playful

OREO’s brand purpose is to fill the world with more playful moments to bring people together and the world needs that now more than ever.

The seriousness of adulthood is sucking the fun out life. No matter where you are in the world, we all know the feeling of having the seriousness of adulthood weighing down on you.  The endless to-do lists, at work and at home. Errand after errand—always running to-and-from, without ever actually going somewhere. From the cell-phone that commands all of your attention to the calendar that is scheduled with work meetings from start to finish or the pressure to be “always-on.” The voice inside that tells you no, you can’t have an Oreo, you’re 40; society expects you to have sorbet.

The grind of adulthood isn’t evil; it isn’t even mean-spirited. But it is, by its very nature, a buzzkill. A fun-sucker. A treadmill. And it needs the playful spirit to rib it a bit, and get it to laugh at itself. Or it will start believing its own nonsense—then things might really start to get bad

To launch OREO’s new brand platform, Stay Playful, we partnered with Wiz Khalifa to show a surprising but relatable story of a father balancing the pressures of adulthood . We also built a custom OREO cookie record player that used a real OREO cookie to play an original song from Wiz Khalifa.

When you’re the world’s most playful cookie, you like to invite others to play with you so in 2021 we set out to find the most playful and unexpected partner to inspire the rest of the world. Enter Mother Monster herself, Lady Gaga! We tapped into the fandoms and iconic natures of OREO and Lady Gaga to create the first-ever artist-inspired cookie and pack as well as a digital experience, called Sing it With OREO, that allowed fans to create custom musical messages of kindness to send to friends, family and followers all by simply scanning a pack of OREOs. People could even send a message from Lady Gaga herself.

During the Covid-19 quarantine, we wanted to celebrate all the people who were finding ways to keep the playful spirit alive. We tapped into UGC to create a playful anthem that helped prove that playfulness has no boundaries, it has no limits and it doesn’t follow rules.

When the rest of the world became obsessed with the mystical metaverse, OREO entered it in the only way we knew how: with a playful, OREO twist and a whole lot of sweet prizes for everyone who played along with us. A virtual world complete with games, experiences, challenges and connection moments, all themed OREO. To celebrate our launch of the OREOverse, we created the Most OREO OREO ever, a most stuf OREO with pieces of actual OREO swirled into the crème: a nod to our new meta playground. We also teamed up with Martha Stewart to get everyone to dunk into our sweet, virtual world for a chance to win some sweet prizes.