Behind Leo Indonesia’s Galactic Effort to Dunk OREO Into the Milky Way
Everyone knows OREO is best enjoyed dunked into a glass of milk. Now, the brand has taken its dunk to new heights, travelling out of this world to the Milky Way in celebration of its limited edition Space Dunk cookies.
With the help of Sent to Space, OREO was sent through the stratosphere on a specially designed launch craft, before being ejected and propelled towards the Milky Way using a hydraulic system to achieve an astronomical dunk.
To find out how this epic feat was achieved, LBB’s Sunna Coleman spoke with Leo Indonesia’s chief creative officer, Ravi Shanker, and creative partner, Dafi Alfadila, who discussed the technicalities of the space build, how they created a media buzz, and how they weaved in OREO’s playful tone.
LBB> What first sparked the idea for OREO’s ‘Space Dunk’?
Dafi> The brief was to launch a new space-themed OREO cookie in Southeast Asia with a space narrative that resonated with local audiences. So, we explored space-related references popular in the region, from planets and horoscopes to astronauts and even UFO conspiracy theories. Then we discovered one of the most sought-after astronomical experiences in Southeast Asia: viewing the Milky Way. Naturally, the name caught our attention.
That’s when it clicked: we could tap into OREO’s playful DNA and reimagine the iconic ‘milk dunk’ as a ‘Milky Way dunk’. From there, the remaining question was: how?
LBB> How did the initial idea develop from there? What different creative iterations were there before landing on the final concept? And why was this idea a good fit for the brand?
Ravi> Interestingly, the initial idea was to dunk the cookie virtually against the backdrop of the Milky Way, creating the impression of a live broadcast via telescope. But we weren’t happy with a virtual dunk. As luck or the universe would have it, we stumbled upon Sent Into Space, and from that moment, we knew exactly what we were going to do. We took this witty idea seriously and made it a reality.
LBB> Your collaboration with Sent Into Space involved the creation of a custom launch craft that took OREO into the stratosphere. Tell us about this process and the technical hurdles you needed to overcome?
Ravi> The incredible team at Sent Into Space had already sent things to space, but they had never ejected anything or triggered any mechanical activity while the launch rig was in space, at a specific angle and timing.
Triggering the ejection was a huge challenge but the team of engineers, led by Dr Chris Rose, applied their expertise and effort. After many trials, they succeeded. Their expertise, our vision, and our shared relentless drive made this world’s first-ever dunk a reality.
LBB> What was the testing stage like? How long did it take to achieve the final result?
Dafi> We never imagined we’d be working with real space tech experts and witnessing things we’d only seen in sci-fi movies. The team at Sent into Space was very ambitious.
Beyond testing the space rig in the lab, they also rehearsed the flight multiple times to anticipate any challenges. We reviewed various approaches considering weather conditions, camera angles, and how the hydraulic system would launch the OREO. After three weeks of trial and error, we were finally confident enough to launch it into the stratosphere.
LBB> On the creative and strategy sides, what were some of the biggest challenges?
Ravi> A few other brands have already sent their products to space, and while they created some buzz, simply sending something into orbit wasn’t our goal. Dunking an OREO in milk is iconic, so we took that concept to the next level by dunking (or shooting) an OREO into the Milky Way. It’s something only OREO could pull off. The idea was to create the most epic OREO dunk, a moment so bold and playful that the brand could own it forever.
The entire concept centres on playfully leveraging OREO’s brand equity. But launching a limited-edition, space-themed OREO across seven countries in a disruptive way, while keeping the central narrative of OREO getting dunked into the Milky Way (instead of milk), was the real challenge.
Aligning all departments and stakeholders, from news channels, PR agencies, and influencers to event organisers across seven markets, each speaking a different language, was no small feat. But the insanely passionate team at Leo Indonesia made it happen.
From immersive space experiences in Jakarta, held at a mystical mountaintop where the Milky Way is visible, to a grand outdoor event featuring stunts, consumers, and celebrities in Thailand, and state-of-the-art space-themed installations and immersive experience rooms in Vietnam, each market adapted the ‘Space Dunk’ for local audiences in unique and memorable ways, working closely with the regional team. It was a galactic effort!
LBB> The campaign film has a playful, almost documentary style – what tone were you aiming for, and how did you land on it?
Ravi> There are two aspects to this campaign. Firstly, we actually made history by dunking the first OREO into the Milky Way. Second, the idea itself is witty and bizarre: breaking OREO’s classic relationship with milk and dunking it into the galaxy. The brand is part of the humour, and our brave client happily embraced this. We wanted to portray its authentic role in an authentic way, with a subtle wittiness, taking the joke very seriously. As a brand that champions playfulness, this campaign is a modern interpretation of OREO’s tone of voice.
The response has been incredible. Kids are fascinated, and adults are both astonished and giggling at the same time. That’s the playful emotion we were aiming for, and we landed it. For example, there’s a sequence in the film where the spacecraft is reaching the stratosphere, which looks cool and serious (though not too serious, since it’s carrying OREOs). And then the client says, “What if a bird picks the OREO from the craft?” Everyone giggled at the PR launch, and even the kids burst into laughter.
LBB> What was it like on launch day? You invited media and influencers from ten Asian markets. What was their reaction and feedback?
Dafi> The launch took the audience by surprise. Most people didn’t expect what they had just witnessed. Some were instantly entertained, while others needed a moment to process it. The most common reactions? “Will it reach its destination?” and “Will it still be edible when it gets there?” For now, we don’t have the answer.
LBB> Beyond the launch film, there’s a digital game component – how important was interactivity to this campaign, and what role did the mobile experience play in your strategy?
Dafi> The digital game wasn’t just a gimmick or an add-on. It played a key role in driving engagement and, ultimately, product sales. Interactivity was essential to our strategy. Through gamification, we invited consumers to experience dunking into the Milky Way in a playful, digital way. We even built in missions that required scanning the cookie, connecting directly to product purchase.
Ravi> Pulling off a campaign based on a very witty idea and seen by audiences around SEA, launched from a small market like Indonesia, means a lot to us. It reminded us that you don't need to be in a big market to do something bold. With the right idea and the right team, it’s possible to create something that goes far – even all the way to space.
Dafi> What stood out for me was how we didn’t settle. Even when another idea had already been approved, we kept going and came back with something bigger and better. ‘Space Dunk’ happened because we all pushed further. That made all the difference.
