In a world first, Oreo has launched ‘Oreo Yo’Self’- a campaign designed to enable Australian consumers to use innovative personalisation technology to put their faces into Oreos.
On Tuesday 4th June, the world’s most loved cookie brand will offer consumers the chance to create an avatar of themselves, watch it printed LIVE on a super-sized OREO and get sent to them for FREE.
Launching at 10AM EST on Tuesday 4th of June, Oreo will release 2,000 ‘Oreo Yo’Self’ cookies for Aussies to create at www.oreoyoself.com.au. Through the website, Australian consumers will be able to create an avatar of own face in OREO crème and send it to themselves while stocks last.
Oreo lovers will have the chance to select from a range of features to OREO-fy themselves including; hair style and colour, eye style and colour and accessories, to get playful and personalise their cookie.
The Oreo printer has been custom built to ensure cookie creme printing precision. A Dobot Magician is controlled via bespoke software that uses a camera on the robot arm to scan and print OREO cookie creme – allowing a smooth and seamless journey from digital creation to production. The creme is dispensed from a syringe, moved by the Dobot arm, onto the giant OREO cookie through 12 pneumatic air controlled syringes.
Oreo Marketing Manager, Stephanie Nilson said, “We’re really excited to unveil the ‘Oreo Yo’Self’ campaign in Australia. At Oreo, we’re passionate about sparking moments of playful connection. The goal of the campaign is to offer a fun and unique personalisation experience that puts consumers in the driver’s seat by using cutting-edge technology.”
The fully-integrated campaign marks an exciting step for OREO in Australia by delivering its brand promise of bringing people together through the power of the playful spirit.
“Creativity and relevance are only becoming more important in today’s marketing landscape. A long-standing, heritage brand such as Oreo putting their consumer’s first, allowing them to personalise the physical product on mass and live streamed for the world to see is an example of the bravery brand’s must adopt to tell stories in today’s landscape,” said Head of Activation at Traffik Group Jake Ford.
‘Oreo Yo’Self’ will be promoted across social, media partnerships, public relations, influencer marketing and out of home media.