OREO has always been about playful connections — especially between parents and kids. To launch the new “Stay Playful” platform, the brand wanted to tell a parent/child story in a fresh way. Rapper Wiz Khalifa has a huge social media presence and often shares videos featuring his young son Sebastian; their relationship inspired OREO to tap Wiz for the new song. Always open to what’s next, Wiz loved the idea of dropping the song in a new way, and worked closely with us to make sure the Music Box was sufficiently dope.

The world’s first song drop via cookie. A major artist — Wiz Khalifa — released an exclusive track that couldn’t be streamed or downloaded. You could only experience it via OREO cookie, thanks to a designed-from-scratch Music Box that works like a record player, except it doesn’t play vinyl. It plays cookie and creme.

OREO exists to wield the playful spirit against the joy-killing grind of adulthood. Writing a new song with Wiz Khalifa, and then getting people to engage with their playful side (i.e., put an OREO cookie on the Oreo Music Box) in order to hear it—is putting that strategy into action.

First we made the song: a full length rap anthem co-created with Wiz Khalifa (we sent beats and lyrics back and forth for weeks, then recorded Wiz’s final vocals in LA). Then, we loaded the song into the Oreo Music Box that was designed and built from scratch. Just put an OREO cookie on the player and it unlocks the track. Put the creme side on the player and it unlocks a karaoke version so you can rap. Wiz teased the Music Box on social; hip-hop influencers were also leveraged. On the night of the Grammy Awards, we ran a spot starring Wiz and his son featuring the song; it drove viewers online where they could enter to win their own Music Box.

Massive press coverage of the Limited Edition Wiz Khalifa Oreo Music Box, including NME, BET, Page Six, Billboard, and more. 15+ million views of the TVC featuring the song on YouTube. Millions of views via Wiz’s social feeds. A rare shout-out from P. Diddy for doing marketing right—seen by his 14+ million followers. And in a show of respect from the hip hop community, the lyrics even went up on Rap Genius. All helping to further solidify OREO as the #1 cookie / biscuit brand in the world.