For years, Oreo have shown the world how to make the most gorgeous, most delicious cakes.

So much so that today Oreo cakes are amongst the world’s most popular cakes.

This year for Halloween, Oreo wanted to reach out to new bakers and grow the popularity of its cake recipes.

Our truth was that with Oreo’s cake recipes, your cakes will always taste delicious, no matter how they look. So for Halloween, we showcased cake fails - cakes that turned out unintentionally scary and delivered our message of ‘Looks scary, tastes great’.

Cakes have always been portrayed as these gorgeous, often elaborate pieces of art. The problem is, that while everyone can bake a cake, everyone isn’t an artist.

Our strategy was to go in the opposite direction that Oreo had promoted cakes for all this while. For the first time ever, instead of showcasing a mouth-watering cake, we decided to show cake fails - attempts at glory that fell scarily short. We knew we could do that because no matter how bad your cake ended up looking, with our recipe it would still taste delicious.

Duration: 1 week

Region: Middle East & Africa (Kuwait & UAE as key must win expat markets followed by KSA)

Number of airing placements : 12 placements in total

POS in top retailer & modern trade

Social conquest across top social platforms (FB, Instagram, FM messenger & ) & UGC on Tiktok & Twitter

By representing cake fails in our communication, we were able to connect with a whole new audience.

In just one week, we were sent pictures of 189 cakes that looked scary but tasted great.

In fact, our cake fails were so popular that we gave them official names and published their recipes. 

We also received 87k+ unique page visits on our website and 43k+ recipe downloads