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BACKGROUND

OREO changed its recipe, becoming tastier than ever! But convincing people to try new things isn’t easy. So, we had to come up with something unmissable to get them to taste the cookies for themselves.

IDEA

We did a collab with A MINECRAFT MOVIE, one of the biggest cinema hits of the year. But wait! In the MINECRAFT world, nothing round exists. Not even cookies. So, of course, fans had to play by the rules. To unlock an AR gaming experience, they had to bite an OREO into a square, tasting it for the first time in an epic way.

THE PORTAL

Biting and scanning the square cookie opened an AR portal to the MINECRAFT world. No matter where people were! Crossing the portal revealed an immersive experience inside Steve’s Stash, a never-before-seen location where players had to mine iconic items and trade them for exclusive prizes.

THE OG SQUARE OREO

People asked for more, so we gave them more. For the first time in 113 years, we changed the cookie shape.

We merged two design worlds to create the square cookie: the iconic elements of the traditional OREO with the visual language of MINECRAFT. After sketching, crafting and perfecting the limited edition, we produced 1,200 units, making fans go wild once again.

THE CRAFT

The diameter of the round OREO was maintained and used as the base to shape the square version, ensuring that the brand’s visual cues could be preserved for easy association.People asked for more, so we gave them more. For the first time in 113 years, we changed the cookie shape.

TRADITION MEETS MINECRAFT

The famous dashes, florets, and ridges from our embossment were adapted and expanded to fully cover the four-sided cookie, while the colophon remained unchanged.

MACHINERY CHALLENGES

The bakery and engineering teams collaborated not only to redesign the equipment (phew!) but also to tackle an unexpected challenge: the edges, which made our cookie more fragile and susceptible to breaking. After several tests, they managed to craft sharp, strong 90° angles.