OREO Cakesters were originally launched in 2007 before being discontinued in 2012. This soft cookie was the perfect snack for kids and teens to eat after school in the 2000s. It had a special place in their hearts, so for 10 years, fans had been asking for their return. In 2022, OREO decided to bring them back. With all that emotional baggage, we couldn’t just put them back on shelves. We needed to connect with fans and create a big moment to announce the comeback.
So to celebrate the national re-launch of OREO Cakesters after a 10 year hiatus, we created a once in a decade partnership event, taking over the last Blockbuster on Earth, the only place in the world where it still felt like 2007.
We took over the store, co-branding the store sign and marquee, replacing the movie posters on the windows and walls, and swapping out the movies on the shelves with custom made OREO Cakesters VHS boxes. For the movie posters and VHS box art, we partnered with six artists to create one-of-a-kind OREO Cakesters themed fictional movie art, from Romance to Heist. The VHS boxes and movie posters were given to store customers and influencers.
When customers entered OREO Cakesters & Blockbuster on January 7, 2022, they were surprised with a pack of Cakesters hidden in the VHS boxes and super-sweet social content to share. Plus, On the day of the takeover, we also sent VHS packs to 20 influential OREO superfans and a few lucky fans that had engaged with the brand on social media.
All in all, our campaign turned out to be OREO’s most successful product re-launch ever.