OREO has reimagined its iconic dunk in a way that reaches beyond the ordinary. Instead of dipping cookies into a glass of milk, OREO has taken its latest creation—Space Dunk cookies—on an incredible journey into the Milky Way. This bold concept transforms the familiar ritual into something extraordinary, introducing a cosmic twist to the beloved snack.
To bring this idea to life, OREO partnered with Leo Indonesia and Sent Into Space, a company specializing in launching objects into the stratosphere. Together, they designed a custom launch craft with a special hydraulic system that ejected an OREO cookie at a precise angle, creating the visual impression of an OREO being “dunked” into space. The entire process, from takeoff to ejection, was recorded using multiple cameras, capturing every moment of the cookie’s journey. Despite Sent Into Space having launched various items beyond Earth’s atmosphere, this project presented unique challenges. Engineering a mechanism that could release a small cookie at an exact angle required careful design and extensive testing. Additionally, ensuring that the launch craft returned safely to Earth without harming the environment was a critical part of the process.
The grand launch took place in Cukul, Indonesia, a location known for its stunning views of the Milky Way. Media and influencers from ten Asian countries gathered to witness the event, which was accompanied by a film documenting OREO’s journey from its factory in Cikarang, Indonesia, to the vast expanse of space. The video humorously captures the playful nature of the mission, reinforcing OREO’s imaginative approach to food experiences.
To further embrace the space theme, OREO’s new Space Dunk cookies feature five unique designs embossed on each biscuit—rocket, helmet, star, telescope, and shooting star—each inspired by the wonders of space. Alongside the launch, an interactive mobile game allows users to virtually dunk their OREO cookies into the Milky Way, bringing the concept into everyday play. This cosmic adventure reflects OREO’s ongoing effort to turn simple moments into something memorable. By taking a childhood ritual to an unexpected place, the brand continues to find new ways to engage with people and bring a sense of fun to the experience of enjoying an OREO.
