OREO x SUPER MARIO
With the Super Mario movie coming out, we made the most playful cookie even more playful
by turning it into a new, social-first Super Mario game
We launched by creating a unique Mario level out of cookies and milk, which used cookies and milk to play the Mario theme song.
It was the first time Nintendo had allowed the song to be officially recreated by an outside company.
Fans watched it 2M+ times in 24 hours.
We released a special edition pack that invited fans to play a new Super Mario game, using their cookies.
As more fans posted, Bowser got lowered to a glass of milk.
Once enough fans played Bowser was defeated by being dropped into a glass of milk,
a reference to the original Super Mario game, and also the iconic Oreo dunk.
With Bowser defeated, Princess Peach returned, and rewarded fans who played with special edition Princess Peach cookies.
COOKIE DESIGN
Each cookie had one of sixteen special embossments, featuring heroes, bad guys, and power-ups.