LEGENDS OF PLAYFULNESS – Saatchi & Saatchi brings OREO & PAC-MAN to the Top of their Game.

In a campaign set to excite consumers just like the legendary arcades did in the 80s and 90s, OREO is firing up the nostalgia trend by partnering with PAC- MAN. The yellow gaming icon known to thrill Millennials and GenZs alike.

Letting consumers chase playfulness, OREO launches 6 special edition cookie embossments inspired by the PAC-MAN world. Cookie lovers are to scan each cookie individually and unlatch up to 6 exclusive OREO PAC-MAN mazes, each consisting of 3 different levels. Once players have completed the three levels, they can access an exclusive OREO PAC-MAN digital prize. And once that first maze is completed, they can scan the next cookie – and keep on playing!

Each player gets a chance to enter the raffle and to win amazing prizes on the official OREO website**. So – playful times guaranteed!

The 80s and 90s may be back on trend – but reality is, PAC-MAN has never left. And now, for the first time ever, OREO & PAC-MAN invite Europe to „Chase Playfulness!“

Saatchi & Saatchi is leading the creative work which will be launched across 42 European countries.

Perrine Willaey, Marketing Director Sweet Bakery MEU at Mondelēz: “At OREO, we are on a mission to fill the world with more playful moments that bring people together. And this year, we dialed this up by turning our OREO cookie itself into a game. Collaborating with the world’s retro game icon was just the way to achieve this. Together with our partners at BANDAI NAMCO, we turned OREO X PAC-MAN into a truly unique experience, inspiring our consumers to chase playfulness.”

Aadil Tayouga, Licensing & Business Strategy Director at Bandai Namco Europe highlights: “We want to thank the teams at Saatchi & Saatchi that have been a tremendous work to make this collaboration between OREO and PAC-MAN possible. With this integrated marketing campaign that focused on the most relevant touchpoints for consumers, they have captured the essence of the fun between our two brands to create a great campaign.”

Dennis May, Chief Creative Officer Publicis DACH: “Being granted the trust to leave beaten tracks and create new ones for a brand with the help of technology and unique collaborations, is a rare opportunity. We stayed playful with this unique approach – and are more than proud about an activation that, yet again, redefines what’s possible. And introduces yet another way of staying playful.”

The OREO PAC-MAN special edition cookies will be a limited edition and available while stocks last, so look out for them on shelves from January 2024.

Fans looking to participate in the fun can visit www.oreo.eu.

**Subject to regional availability.

Source: Saatchi & Saatchi

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