‘Oreo’ finally is Santa’s cookie of choice
Oreo was recognized and loved, but not as important as the Christmas season. Now everything has changed. Even Santa's first choice.
Oreo came to Brand Society with a clear desire to elevate brand awareness during the Christmas season and transform it from a baking ingredient into a holiday ritual that families grab, share, and gift. In other words, let’s become Santa’s favorite cookie.
The challenge was to build on Oreo’s existing strengths, including its playful character, cross-generational appeal, and iconic twist-dunk-lick ritual, while also fulfilling a unique role during the holiday season. Something that would definitely be reminiscent of Oreo, but with a festive twist.
The holiday season is full of established traditions and nostalgic products. To overcome these, it took more than just seasonal packaging, but also a significant shift in consumer attitudes towards Oreo during the holidays. The brand had to move beyond its role as a functional ingredient and become part of the holiday itself.
Rather than reinventing what makes Oreo special, Brand Society enhanced it. The work focused on the ritual, that signature twist, dunk, and lick that is universally recognized and loved across generations. By incorporating this ritual into a festive expression, the brand created something that felt both familiar and festive. The packaging design, retail activations, and visual language all worked together to position Oreo as something worth giving and sharing.
This approach maintained the playful spirit of Oreo while adding a special touch to the holiday experience. The result was that Oreo went from being just another cookie to a holiday tradition – something families actively incorporated into their celebrations, creating new memories of a ritual they already knew and loved.
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