MICHAEL SCHACHTNER

Work / OREO x Pokémon

Gotta Eat 'Em All

The OREO x Pokémon launch was the most successful limited edition OREO has ever produced, creating a frenzy which ultimately resulted in the rare Mew cookie being sold on eBay for thousands of dollars and putting the brand on the path to adding $1 billion in sales. (Source: MarketWatch).  

Casefilm

 

Hitting Pop Culture

Late Show with Stephen Colbert

The craze surrounding Pokemon OREOs made its way onto late-night TV with a hilarious take on the anime’s classic song.

Jeopardy

These cookies took culture by storm, even becoming a Jeopardy question.

 

Campaign

The campaign was an homage to the original gameboy Pokémon games, with the entire film being rendered in black and white with individual OREOs as pixels.

 

To make the activation very exciting to fans, we translated Pokémon’s core rarity scheme to real-life packages. For this, we worked closely with the franchise to sort out 16 characters into rarity tiers aligned with their actual rarity in Pokémon’s universe. In other words, it would be as hard to get them all as it would be in the game itself.

A billboard out of over 8000 3D-printed, hyper realistic OREOs invited influencers and fans on Venice Beach Boardwalk in LA to get up close to discover all the different Pokémon characters. 

 

Design Case Study

 

Results

14m total organic social impressions
29.3m views across paid social
$12m in brick-and-mortar and online sales in just under six weeks

Using Format