Oreo’s Milky Way Dunk
A Cosmic Campaign Analysis
May 5, 2025
Read Time : 5 min
Oreo, the cookie that needs no introduction, is globally synonymous with its iconic dunk in milk. But what happens when you take a beloved ritual and give it a cosmic twist? Enter Oreo’s recent “Milky Way Dunk” campaign for its limited-edition Space Dunk cookies in Southeast Asia.
This marketing campaign wasn’t just about launching a new cookie, it was about playfully reimagining the classic Oreo dunk and, quite literally, taking it to new heights. The mission is to introduce the Space Dunk cookies with an epic splash or rather, a carefully orchestrated eject, against the ultimate cosmic backdrop.
Concept and Cosmic Execution
For the “Milky Way Dunk” campaign introducing Space Dunk cookies, Oreo replaced the traditional milk dunk by aiming for the Milky Way galaxy. They partnered with Leo Indonesia and Sent Into Space. A custom craft was built with a hydraulic system to launch an Oreo into the stratosphere and eject it at an angle to create the visual effect of dunking into the galaxy.
The process was filmed with multiple cameras, starting from Oreo’s Cikarang factory in Indonesia before heading to space. As the Milky Way is a galaxy, not a liquid, the goal was to create a compelling visual rather than a literal dunk. Sent Into Space confirmed that launching and positioning the cookie required complex engineering and testing. The campaign also featured a launch event in Cukul, Indonesia, a place known for viewing the Milky Way, and included special cookie designs and a virtual game for consumers.
The campaign consciously described the event as creating a “visual impression” and an “attempt to ‘dunk’.” This highlights that it was a visual effect, achieved through creative engineering and camera work in the stratosphere, not a literal interaction with the galaxy, even though the journey originated in Cikarang.
Lessons for Brands: To Dunk or Not to Dunk (in Space)
What to Do:
- Update a Classic: Take a familiar brand element and give it an unexpected, fun twist.
- Execute Ambitious Ideas: If your concept is big, aim to execute it in a significant, attention-grabbing way, provided it’s done safely.
- Partner with Experts: For complex parts of a campaign, work with specialists who have the required skills.
- Stay True to Your Brand: Ensure even unique campaigns still fit your brand’s core identity and how people relate to it.
- Engage with Fun and Curiosity: Connect with your audience by tapping into enjoyable and universally interesting themes.
- Link Online and Offline: Combine real-world events or stunts with digital content and activities for broader reach.
- Integrate the Product: Make sure the product itself is clearly linked to and featured within the campaign’s story or theme.
What Not to Do:
- Even when stunts are real, the video might look like CGI, and some people will question it. Be ready for this and hint that the visual is created, not a literal action.
- If your campaign uses several places (like where it started, where an event was, and where the main action happened), clearly show what occurred in each spot. Otherwise, people might get confused about where the key visual was actually filmed.
Oreo’s Milky Way Dunk campaign is a prime example of how a brand can take a simple, familiar act and elevate it into an epic, memorable, and truly “space-dunk” worthy spectacle. It successfully blended playful creativity with technical execution to launch a new product and reinforce its brand identity in a truly out-of-this-world way.
Oreo’s Milky Way Dunk
A Cosmic Campaign Analysis
Oreo, biskuit yang sangat terkenal dengan diputar-dijilat-dicelupin, kini menghadirkan sentuhan kosmik yang seru. Untuk memperkenalkan biskuit edisi terbatas Space Dunk di Asia Tenggara, Oreo ‘mencelupkan’ biskuit bukan ke dalam segelas susu, melainkan ke hamparan luas Galaksi Bima Sakti. Kampanye “Milky Way Dunk” ini secara harfiah membawa ritual klasik Oreo ke new level!
Concept and Cosmic Execution
Untuk kampanye marketing “Milky Way Dunk” yang mau ngenalin edisi Space Dunk, Oreo mengganti ritual celup susu tradisional dengan membidik galaksi Bima Sakti. Mereka menggandeng Leo Indonesia dan Sent Into Space. Sebuah wahana khusus dibuat lengkap dengan sistem hidrolik untuk meluncurkan biskuit Oreo ke stratosfer, lalu nge-dunk di sudut yang pas demi menciptakan kesan visual seolah biskuit itu dicelupkan ke dalam galaksi.
Prosesnya direkam multi-kamera, berangkat dari pabrik Oreo Cikarang di Indonesia menuju luar angkasa. Sent Into Space pun mengonfirmasi bahwa meluncurkan dan memposisikan biskuit mungil itu butuh rekayasa dan uji coba rumit. Ini jadi bukti bahwa ide iseng sekalipun butuh teknis serius. Kampanye ini juga dimeriahkan acara peluncuran di Cukul, Indonesia, spot buat lihat Bima Sakti, plus ada desain biskuit spesial dan game virtual buat konsumen.
Nah, biar realistis tapi tetap menarik, kampanye ini dengan cerdik menyebut aksinya sebagai penciptaan “visual impression” dan “attempt to dunk'”. Ini ngasih tahu kalau itu efek visual hasil rekayasa dan kerja kamera canggih di stratosfer, bukan interaksi literal sama galaksi. Jadi, meskipun perjalanannya mulai dari Cikarang, momen ‘epic dunk’ itu tercipta di ketinggian sana.
Lessons for Brands: To Dunk or Not to Dunk (in Space)
What to Do:
- Coba putar otak buat kasih twist brand kamu yang seru. Kayak Oreo yang biasanya dicelup susu, tiba-tiba dicelup ke galaksi Bima Sakti. Auto jadi fresh dan gampang di-share.
- Kalo punya ide yang big dan ambisius, gas aja dan make sure eksekusi terjaga.
- Buat bagian kampanye yang ribet atau butuh skill khusus, kerja sama dengan expert yang emang udah ahli di bidangnya.
- Tetap jaga brand identity asli dan pastiin nyambung sama kepribadian brand (kayak Oreo yang playful dan relatable).
- Engage sama audiens lewat tema-tema yang bikin happy dan penasaran. Luar angkasa itu kan tema universal yang bikin semua orang excited, apalagi kalau ada biskuit nyelup di sana.
- Gabungin aktivitas offline dan digital untuk nge-reach audiens lebih luas lagi.
- Pastiin produk utamamu kelihatan jelas dan nyambung sama cerita atau tema kampanye. Jangan sampai campaign-nya seru tapi produknya nggak berasa.
What Not to Do:
- Meskipun stunt yang kamu lakuin itu asli, kadang videonya bisa kelihatan kayak CGI abis, dan pasti bakal ada aja yang komen atau nanya-nanya. Jadi, siap-siap aja buat hal ini dan kasih hint halus kalau visualnya itu memang sengaja dibikin sedemikian rupa, bukan kejadian literal beneran.
- Kalau kampanye kamu pakai beberapa lokasi (misal: mulai dari mana, acaranya di mana, terus ‘aksi’ utamanya di mana), harus jelasin di cerita atau visualnya, mana terjadi di mana. Kalau nggak, orang bisa bingung tuh, adegan paling puncaknya itu beneran difilmkan di lokasi yang mana sih? Jangan sampai bikin penonton jadi detektif dadakan.
Intinya, kampanye Oreo Milky Way Dunk ini tuh contoh keren gimana sebuah brand bisa ngambil satu kebiasaan simpel yang udah akrab di masyarakat, terus dibikin jadi tontonan yang epik, gampang diingat, dan beneran ‘space-dunk’ banget.