Pokémon fans love exploring and collecting the wide variety of Pokémon types just as much as OREO fans love finding and trying everything new from OREO. To promote the launch of the OREO x Pokémon limited edition cookie, we created a pop-up art installation featuring Pikachu, crafted entirely out of OREOs. And finding it was part of the fun.

We phased the limited-edition activation to own the news, dropping a teaser video on social months before launch to watch excitement about the collaboration spread, and then fueling the fire by cryptically teasing the unveiling of our art installation, encouraging followers to guess what we were about to reveal. We brought the OREO x Pokémon collaboration to life with an out-of-home art installation featuring a pixelated Pikachu made entirely out of 8,000 3D replicas of the limited-edition OREO x Pokémon cookies. The larger-than-life mural was located on the high-traffic Venice Beach Boardwalk in Los Angeles, and was also shared across Oreo’s social channels for those who were unable to see it in person. The formal announcement of the collaboration also included a playfully pixelated video crafted entirely out of the limited-edition cookies, as well as influencer and paid media.

The OREO x Pokémon cookies pay tribute to some of the most beloved Pokémon, with 16 unique cookie embossments featuring Pokémon such as Pikachu, Bulbasaur, Charmander and Squirtle— BUT just like in the Pokémon world, some OREO x Pokémon cookies are harder for Trainers to find. Each pack is filled at random and does not necessarily contain cookies with all 16 embossment designs, meaning every cookie pack is all about discovery and a new chance to find them all. The rarity of the designs embossed on the cookies range from easy to find to hard to find, and the hardest to find (Mew) is featured on an extremely limited amount of the total cookies produced.

The OREO x Pokémon collab has been OREO’s fastest-selling and top-grossing limited-edition launch to date – more than their partnerships with Game of Thrones or Lady Gaga. The success of the launch put OREO on the path to adding a whopping $1B in sales by 2023, per MarketWatch.

OREO x Pokémon cookies penetrated the news cycle, with coverage flooding lifestyle, food, ad trade, broadcast and “Pokémon Stan” verticals, totaling in 1.6K+ earned media placements on broadcast, online and social, and 2.6B+ impressions (UVPM). As the rarest cookies started selling on eBay for thousands of dollars, The Late Show with Stephen Colbert spoofed the frenzy in their show opening segment as a retirement investment strategy, underscoring how OREO x Pokemon had become part of the cultural lexicon.

OREO x Pokémon

CREDITS

Gold partners