Press Play With Oreo - Mixtapes

Digitas UK

2022 was a music year for OREO. As part of PRESS PLAY with OREO we created a connected packaging experiences that let users transform any OREO pack into a device for crafting the perfect mixtape using AI technology. Tapping into millennial nostalgia we gave people access to dozens of fun, playful mixtapes that they could personalise, add dedications and stickers for the ultimate 90s look and share with loved ones inside a classic Walkman pack with limited edition music embossed OREO cookies. The integrated campaign spanned digital, physical, in-store and experiential and delivered strong results in sales and brand affinity.