A pair of Oreo cookies

The Global Oreo Vault was a 2020 publicity stunt by Nabisco in which the Oreo cookie recipe was stored in a concrete bunker nearby to the Svalbard Global Seed Vault.

History

The campaign was inspired by the actual Svalbard Global Seed Vault.

In October 2020, Nabisco announced on social media that it had created a small concrete bunker in Svalbard, Norway to preserve the Oreo recipe in the event that the 2018 VP1 asteroid impacted the Earth on November 2 or 3, 2020.[1][2] However, astronomers noted that the asteroid was extremely unlikely to impact the earth.[3][4] The image of the vault was based on the real life Svalbard Global Seed Vault,[3][5] and its supposed coordinates were placed near the seed vault.[6] The vault supposedly contained Oreos wrapped in Mylar, powdered milk and the recipe for Oreo cookies.[7] The campaign was inspired by a tweet posted on October 3, 2020.[8][9] The company uploaded a series of scripted parody videos about the vault to YouTube,[10] and released social media content which built up to a mockumentary about the vault's creation.[8][11] The stunt was created by the Oreo marketing team and advertising agencies 360i and The Community.[8]

Awards

The campaign was nominated for and received several awards for advertisements and online content. It was nominated for a 2020 Clio Award,[12] and 2021 Webby Award,[13] and won a 2021 Muse Award,[14] Shorty Award,[15] and Cresta Award.[16] The campaign also won Adweek's Reader's Choice bracket for marketing events of the year.[8]

References

  1. ↑ "Oreo Built an Asteroid-Proof Vault to Protect Its Cookies". Nerdist. Retrieved 2023-07-07.
  2. ↑ "Oreo Builds Vault to Store Cookie Stash for the World". Food Network. Retrieved 2023-07-07.
  3. 1 2 "Oreo stashed its cookies in a doomsday vault in preparation for the 'Election Day asteroid'". CNET. Retrieved 2023-07-07.
  4. ↑ "Oreo has built a doomsday vault to protect its cookies and recipe". UNILAD. 2023-07-05. Retrieved 2023-07-07.
  5. ↑ "Oreo built a doomsday vault to protect its cookies from a harmless asteroid". Futurism. Retrieved 2023-07-07.
  6. ↑ Schwartz, Nate (November 3, 2020). "Oreo planned to defeat an asteroid. Here's how". Deseret News. Retrieved 2023-07-08.
  7. ↑ Meisenzahl, Mary. "Oreo built an 'asteroid-proof doomsday vault' for cookies as advertising takes a turn for the apocalyptic". Business Insider. Retrieved 2023-07-07.
  8. 1 2 3 4 Zelaya, Ian. "How Oreo Made a Doomsday Vault That Fans Voted 2020's Top Ad". www.adweek.com. Retrieved 2023-07-07.
  9. ↑ Steiner, Chelsea (2020-11-01). "Let's Survive the Apocalypse in the Global Oreo Vault". The Mary Sue. Retrieved 2023-07-07.
  10. ↑ Pomranz, Mike (October 26, 2020). "Oreo Built a 'Doomsday' Vault to Protect Its Recipe and Cookies". Food & Wine. Retrieved 2023-07-07.
  11. ↑ Gill, Tarvin (2020-10-27). "Oreo built a doomsday vault for its cookies in case an asteroid hits earth. Which it wont". Mashable SEA. Retrieved 2023-07-07.
  12. ↑ "Oreo - The OREO Doomsday Vault". Clios. Retrieved 2023-07-07.
  13. ↑ "The OREO Doomsday Vault". Webby Awards. Retrieved 2023-07-07.
  14. ↑ Awards, MUSE Advertising. "The Oreo Doomsday Vault by The Community & 360i". MUSE Advertising Awards. Retrieved 2023-07-07.
  15. ↑ "The Oreo Doomsday Vault - The Shorty Awards". shortyawards.com. Retrieved 2023-07-07.
  16. ↑ "The OREO Doomsday Vault". www.cresta-awards.com. Retrieved 2023-07-07.
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