OREO and Digitas UK's Twists Labs Celebrate Launch of New Cookie Products

OREO is celebrating the launch of two new products by inviting people to its OREO Twists Lab, where attendees can put their spin on a range of customisable items and enjoy a free pack of the new OREO Twists cookies. 

The event is part of OREO’s new Twists platform which launched with a social campaign this summer encouraging people to share all the different, quirky and playful ways they enjoy OREO cookies. It was developed by its creative and strategic partner Digitas UK. Now OREO and Digitas are taking things up a notch with a live experience where people can give different items their own playful twist and try out  the new, delicious OREO Twists Vanilla & Raspberry and OREO Twists Vanilla & Caramel.

Rafael Espesani, senior brand manager for OREO UK said, “At OREO we love to surprise consumers with playful activations, that's why we're excited to bring another uniquely OREO experience to life to celebrate the launch of the new OREO Twists platform with our OREO Twists Lab pop-up, where people will be able to interact with the brand in a different way and, of course, enjoy some free OREO cookies.”

The OREO Twists Lab will be open between the 2nd and 3rd of September in London. Tickets to come and experience the lab are free and available via Eventbrite. There are a limited number of walk-in 30-minute customisation slots available on the day whereby people can have an item from a range provided by OREO customised, including unisex t-shirts, notebooks and water bottles, and watch the transformation happen in front of them. 

OREO has enlisted a collective of artists with varying styles, ranging from air brushers to painters for event, including graphic designer and illustrator Aina Escola, who’s worked with Rimmel and Dermalogica, and abstract artist Nicolas Dixon, who has worked with Disney.

Digitas has also created a social campaign to promote the OREO Twists Lab and is collaborating with Energy, as well as with TinMan, which is handling the PR, to bring the event to life. Carat is the media agency and Elvis is the social agency.

Emma de la Fosse, CCO, Digitas UK said, “We know OREO fans are quite an imaginative bunch when it comes to the different ways they enjoy their cookies, so we wanted to give them another platform to express their creativity and playfulness, while they discover new OREO products to put their twist on.”