Mondelez reveals strategy behind 'Oreo Milky Way Dunk' campaign

Following the spectacular launch of Oreo biscuits into space two weeks ago, Mondelez International has now shared deeper insights into the strategy behind the “Oreo Milky Way Dunk” campaign. In a Q&A session with Mondelez executives and agency partner Publicis Groupe, it was revealed that the campaign represents a fusion of global brand purpose and a locally innovative approach for the Southeast Asian market.

Jonathan McCarthy, Vice President of Marketing for SEA at Mondelez International, explained the rationale for the space-themed concept. “Oreo is an iconic global brand with a strong purpose to connect the world through playfulness. The launch of Oreo Space Dunk in Southeast Asia represented a timely opportunity to deliver an idea that would truly disrupt the market and spark conversation and excitement around the space theme,”he said.

He added that Oreo’s signature “twist, lick, dunk” ritual served as the starting point, which then evolved into the brand’s most ambitious dunk ever: the 'Milky Way Dunk'. According to McCarthy, it was the combination of ambition, mindset, and the right team that brought the campaign to life.

Local adaptation of a global campaign

While Oreo is a global brand with a defined purpose, consistent consumption ritual, and universal brand assets, Jonathan emphasised the importance of understanding how playfulness translates across Southeast Asian markets. This approach allowed the team to craft a campaign that reflected the brand’s global ethos while feeling locally tailored for Southeast Asia.

Ravi Shanker, chief creative officer of Leo Indonesia and Publicis Groupe Indonesia, noted that the campaign was about more than just launching a biscuit into space. “Dunking the first Oreo in the Milky Way was only the beginning of a campaign designed to reignite a sense of childlike curiosity across the region,” he said.

Shanker added that the team developed specific communication assets to inspire family connection, including films aired across various media channels and branded experiences accessible via Oreo Space Dunk packaging. Consumers could virtually dunk Oreos into the Milky Way through a dedicated platform.

A regional effort

Aligning all departments and stakeholders across seven diverse markets and languages posed a significant challenge. Each market adapted the “Milky Way Dunk” in a way that felt relevant and meaningful to local audiences.

“From an immersive space experience in Jakarta held atop a mystical mountain with views of the Milky Way—supported by PR and influencers from the Philippines, Malaysia, and Indonesia—to a large-scale outdoor event with stunts, consumers, and celebrities in Thailand, and an advanced space-themed installation and immersive experience zone in Vietnam, each market brought its own unique and memorable twist to the Milky Way Dunk,” Shanker shared.

He noted the importance of launching a campaign of this scale from Indonesia. “Running something like this from Indonesia means a great deal to us. It’s a reminder that with the right idea and the right team, it’s possible to create something that goes the distance—even into space.”

Consumer response

Lucas Levy, senior director of marketing for Southeast Asia at Mondelez Indonesia, shared that the consumer response—particularly among families—has been overwhelmingly positive. “The feedback we’ve received from parents has been especially encouraging, as they’ve found a meaningful way to connect with their children and spark childlike curiosity together,” he said.

Levy explained that the limited-edition biscuits feature space-themed icons, turning each one into a creative opportunity for kids. “Turning snack time into a moment of imaginative play and shared joy—along with the taste people love—is why parents are choosing Oreo over other snack options,” he added.

Addressing health consciousness

When asked how Mondelez is responding to growing health awareness among consumers, Khrisma Fitriasari, head of corporate communication and government affairs at Mondelez Indonesia said Oreo is just one part of a broader strategy to serve and complement consumer satisfaction.

“Snacking has become an integral part of daily life globally. As part of Mondelēz International, we are committed to leading the future of snacking by offering the right snack for the right moment, made the right way,” Fitriasari explained.

She added that the company continues to diversify its portfolio to suit different snacking moments. “We are dedicated to contributing to consumer health and wellbeing by offering a wide range of delicious snack options that align with evolving preferences and needs. Oreo plays an important role in delighting our consumers, with its mission to create joy and spark meaningful connections,” Fitriasari said.

The path ahead for product innovation

On the topic of future product innovation, Lucas stated that Oreo will continue pushing the boundaries of joy and exploring new ways to inspire stronger family connections. “Get ready for more exciting things to come from Oreo!” he teased.

The “Oreo Milky Way Dunk” campaign is a testament to Mondelez’s continued innovation efforts to stay relevant and offer unique experiences to consumers in Southeast Asia, while maintaining the global essence of the iconic Oreo brand.