Oreo Halloween Campaign

Spec Brief: Halloween is just around the corner and the candy market has never been more competitive. Oreo needs to create a refreshing take on their Halloween approach to stand out on the shelves.

Method: Oreos are a versatile cookie, best known for being enjoyed after a dunk in milk. As an iconic sweet treat that accommodates most food sensitivities, they are an ideal choice throughout October. The goal is to create a pattern-interruption around Oreo’s image to help it stand out amidst the noise. During October’s ‘sweets season,’ parents can reach for limited-edition Oreos to pack in their children’s lunchboxes, stock up for trick-or-treaters, or simply keep in a bowl on the kitchen island for easy snacking.

Process: The design process for this campaign began by identifying the specific specialty cookies to feature. The three most iconic yet practical cookie shapes are the Ghost, Pumpkin, and Crescent Moon.

Communicating the excitement of these limited-time cookie offerings relied on a redesigned Halloween-themed Oreo packaging and OOH prints displayed in high-traffic areas.

The packaging redesign drew on traditional Halloween elements like orange and black, with the new cookie shapes taking center stage. The addition of details such as spiders and webs added a sense of thrill and cohesion. For the prints, the approach combined classic Oreo visuals, like milk glasses and cookie crumbles, with a spooky undertone to capture the festive spirit.