Oreo's creation of a Doomsday Vault, which fans deemed the most impressive advertising stunt of 2020.
In an unexpected turn of events, cookie brand Oreo made headlines last year with a unique and humorous response to an astronomical threat. NASA reported an asteroid, named 2018 VP1, was headed towards Earth's atmosphere on November 2, with a 0.41% chance of striking our planet. In response to this potential impact, Oreo unveiled a real asteroid-proof facility, named the Global Oreo Vault. Operated by Mondelez International, the Global Oreo Vault was established in 2019. Its primary purpose was to protect the Oreo recipe, the secret to which has been safeguarded for over a century. To create this impressive structure, Oreo partnered with agencies 360i and The Community. The brand's darkly humorous viral stunt, aimed at reassuring consumers that their favorite cookie was safe, proved to be a massive success. The Oreo viral stunt was so well-received that it won Adweek's Readers' Choice Marketing Moments of the Year Bracket, showcasing the power of creativity and humor in marketing during times of uncertainty. While the asteroid 2018 VP1 thankfully missed Earth, the Global Oreo Vault serves as a reminder of the lengths Oreo is willing to go to ensure the safety of their iconic recipe. With this innovative approach, Oreo continues to captivate audiences and solidify its position as a beloved global brand.
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