OREO: Dunk Challenge

OREO launched the OREO Dunk Challenge. The campaign kicks off in the U.S. and will roll out to more than 50 countries around the world as part of the OREO brand’s ongoing Wonderfilled movement. The OREO Dunk Challenge will feature a trio of high-profile dunkers, including International Recording Artist Christina Aguilera, Brazilian football star Neymar da Silva Santo, Jr. and Basketball Hall of Famer Shaquille “Shaq” O’Neal. Shaq and fans did the first official dunks of the campaign at the birthplace of the OREO cookie in New York City.

I’m so excited to join the OREO Dunk Challenge,” said Christina Aguilera. “Dunking OREO cookies was a part of my childhood and I am excited to join Shaq and Neymar in this campaign! I can’t wait to hear of all the different dunks fans will come up with.

Dunking has been in my DNA for years, but it goes beyond basketball,” said O’Neal. “I’ve always loved dunking my OREO cookies in milk – it makes me feel like a kid like no other snack or treat, which is why I was excited to join the OREO Dunk Challenge. Being able to kick off the campaign by doing my first-ever dunk without using hands will always be a great memory for me.

What is the OREO Dunk Challenge?
OREO Dunk Challenge is a contest for OREO cookie fans.

How yo win the OREO Dunk Challenge?
U.S. fans who share their OREO cookie dunk on Twitter and Instagram using #OREODunkSweepstakes will be entered for a chance to win a Wonderfilled VIP dunking experience in New York or Los Angeles. Fans can also enter on Facebook by sharing their OREO cookie dunk and using the hashtag in response to an OREO Dunk Challenge post on the brand’s page.

Over the coming months, the OREO Dunk Challenge will continue to come to life through a diverse variety of collaborations designed to show fans new and unexpected ways to dunk OREO cookies in milk – again and again. These high-impact collaborations will integrate OREO cookie dunking into culture via dynamic activations and engaging experiences

OREO sees the world with childlike wonder and our iconic dunking ritual is the purest articulation of that vision,” said Justin Parnell, Global Brand Director, OREO. “When you dunk an OREO cookie in milk, you’re releasing a bit of childlike wonder from within, and it’s those types of moments that our brand was built on. We’re thrilled to inspire fans to dunk OREO cookies on a global scale and inspire more moments of play and wonder around the world.

We know that people across this country grew up dunking OREO cookies in milk,” said Patty Gonzalez, Director, OREO Equity, North America. “Our goal is to not only recapture the simple magic of those moments but to do so in a way that feels novel and fresh. The OREO Dunk Challenge is a great way to inspire our fans by showcasing new, fun and innovative ways to dunk OREO cookies in milk, whether online, in-store, at-home or when enjoying some of our culture’s most high-profile moments.

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The contest for OREO cookie fans

9.6

The idea of the campaign is good and the key opinion leaders are well chosen. Unfortunately, the communication of the campaign is not well executed as the results are not so great yet.

Memorable9.0
Effective9.0
Style10.0
Heart or Humor10.0
Execution10.0

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