Oreo and Xbox Turn Cookies into a Whole New Gaming Experience

In 2023, OREO is partnering with Xbox to create an unmissable activation that will unlock playfulness in real life. Saatchi & Saatchi is leading the creative work that will be launched across more than 20 European countries.

The world’s number one cookie, OREO, and international gaming giant, Xbox, are on a mission, putting the cookies at the heart of the campaign by leveraging something that has been part of the gaming world for a long time: cheat codes.

Cheat codes allow players to unlock special features or abilities in the game that are not available through standard play. For the first time in Europe, OREO is launching six different embossments inspired by the Xbox controller. Consumers will be able to create combinations with the OREO Xbox special edition cookies and unlock amazing prizes on the official website. 

The possibilities are endless - players could use cookies to unlock a custom Xbox Series S Console designed to look like an OREO cookie being dunked into milk, Xbox Game Pass Ultimate subscriptions, Xbox Stereo Headsets, or exclusive OREO-themed in-game content:

• A “Valiant Corsair” Sail Set for Sea of Thieves. 
• A “Parade Ground” Armour Coating for Halo Infinite.
• A “2009 Pagani Zonda Cinque Roadster ‘Oreo Edition’“ for Forza Horizon 5.

As gaming is becoming extremely popular nowadays, both brands are stepping-up by bringing their perfectly matching DNA to the table, creating playful moments for millennials, gamers and customers alike.

Chiara Missio, marketing director Treat (Oreo & Choco bakery) at Mondeléz, is excited about this partnership: “At OREO, we are always looking for ways to fill the world with more playful moments that bring people together that’s why we’re so excited for fans to enjoy this Xbox partnership and unlock their playful side.”

“Xbox believes gaming should be fun for everyone and OREO is all about bringing more playfulness into the world, which is why we are very excited about this collaboration. This partnership has been in the works for some time now and we cannot wait for fans to experience it – from the OREO Xbox special edition cookies to in-game content and unique OREO Xbox Series S Consoles”, said Marcos Waltenberg, director of global partnerships & social impact for Xbox.

Dennis May, chief creative officer, said “This is really a match made in heaven for us. The creative aspiration of both brands is similar and a great challenge. By leveraging something that has been part of the gaming world for a long time, we put the cookie at heart and create an activation that can live outside the gaming world.”

The OREO Xbox special edition cookies will be limited-edition and available while stocks last so look out for them on shelves from January 2023. 

Fans looking to participate in the fun can visit here.