Oreo launched globally a limited edition: “Space Dunk”, with which you can win a trip to the stratosphere. Precisely… the only place in the world where the iconic Oreo ritual: Twist, Lick & Dunk cannot be performed, because of the lack of gravity.

The campaign sought to raise brand awareness and power score, retaining leadership on the category. And also, to push sales of the special edition.

In collaboration with users, the influencer/astronaut Katya Echazarreta, space engineers and designers, Oreo brought to life the only Zero Gravity Glass designed specifically to dunk Oreos in space. Maybe a development that no one asked for, but the PR stunt Oreo needed to make a memorable campaign.

Taking advantage of the principle of capillarity, which allows liquid to flow in narrow spaces in opposition to external forces such as gravity, the Oreo glass was designed with channels that allow the milk to rise along the walls of the glass toward the cookies when the glass is tilted. Due to the surface tension and adhesion of the liquid to the walls of the glass, the “oreo dunk“ will occur.

The campaign was intended to reach Millennials and also GEN-Z. Those very different targets felt immediately engaged by the humor of the campaign, that tried to appeal to their playful side with a very simple question: why can’t we perform the Oreo ritual in Space?

The kick-off was with Mexican astronaut influencer Katya Echazarreta. Oreo appeared in a organic content where she was enjoying Oreos. The brand proposed to her the impossible challenge of taking the beloved twist, lick and dunk to the Space.

Oreo and Katya drew attention to the campaign throughout different media such as TikTok, Instagram, Youtube, a landing page where users could count with AI to generate their own prototypes and also traditional media.

At the end, everyone was part of the process of this landmark for cookies and the whole space race.

The campaign started on January 22, 2024, and will end on May 31, 2024.

After releasing the ignition on TikTok, users were aware of the Oreo and Katya Echazarreta challenge: create something to dunk Oreos in zero gravity. The content went viral and people got engaged.

The campaign moved foward and Oreo received thousand of user generated prototypes from its landing page, and through social media. Space Engineers, designers and Katya Echazarreta collaborated using those prototypes as inspiration to create the final version of the Zero Gravity Glass.

The final glass was presented by Katya Echazarreta, in a AVC performed with Mexican influencer @rivers.gg, where they announced everyone that the mission was successful.

Now that this space glass exists, Oreo can send people to Space.

The biggest result of the campaign was that Zero Gravity Glass became Oreo Mexico´s most viral campaign ever.

93% positive sentiment: people loved the new limited edition cookies and the glass.

More than 2.160.894.890 impressions.

More than 768,113,090 views.

More than 18.325.000 clicks obtained.

More than 17,138,180 impacts.

+32% sales.

By joining influencers and opinion leaders to our campaign, we achieved a +14% of brand awareness and brand loyalty.

We also achieved that 96% more people than expected took part in our mission

People started to make research or study about physics in order to solver the space dunking in microgravity problem.

People felt more empathy with the brand since a Mexican astronaut is the main face of our campaign.

People feel that this Oreo limited editions, are always a playful way to interact with them and they love trying new colors and flavors.

We’ve recorded more than 7Million clicks.