Oreo Turns Packs Into Tools for Crafting the Perfect Mixtape

Oreo is playing into nostalgia by turning its own packs into a tool for creating mixtapes. “Press Play to Win,” created by Digitas U.K., is an activation that continues the brand’s “Stay Playful” campaign with a celebration of sharing music. It integrates the brand’s packaging with AI technology to bring the act of crafting a mixtape into the digital world. With the new packs, customers can use their smartphones to scan the Oreo logo and gain access to a digital experience that includes sharing online mixtapes with friends. Users will also receive a chance to win a cookie-filled replica cassette player and musical prizes such as headphones, speakers and a festival trip. The work launched on Monday, Aug. 9, in the U.K., Ireland, Denmark, Sweden, Finland and Norway. It will run until the end of September in the Nordic markets and in the U.K. and Ireland until the end of October. Oreo said the work was inspired by the idea that music provides the ultimate expression of playfulness. “Pressing play on a mixtape has been part of culture for as long as we can all remember, and bringing that bang up to date in a playful way that is relevant for consumers—and, of course, Oreo—is just great,” Rafael Espesani, senior brand manager for Oreo U.K. and Ireland at Mondelez International, said in a statement. Digitas’ technology arm built the experience. “There is no greater expression of playful music sharing than the crafting of a mixtape: from the hand-picked songs to the dedications and the stickers, the process of making a mixtape and sharing it with a loved one is personal for millennials,” Lazaros Nikiforidis, executive creative director at Digitas, said in a statement. “We’re true believers that experience-led executions like this can drive engagement and emotional attachment, allowing us to reach audiences in exciting new ways.” CREDITS: Executive Creative Director: Lazaros Nikiforidis Creative Team: Dani Brown, Alex Wood, Mimi Chan, Ruhdraigh McGarthUI Designer: Nathan ParrisSenior Designer: Tim VukcevicSenior Designer: Dan BaleJunior Designer: Joe MartinStrategy Partner: James Whatley Business Directors: Alex Stewart, Jackie Bee Account Manager: Lou Fox Account Executive: Nat Conway Project Manager: Ian Kaye Project Director: Chetan Jain Delivery Manager: Febin Philipose Senior Associate—Project Manager: Nikhil Roy Graduate—Delivery Manager: Avinash Gond Associate Technical Director: Faizaan Shaikh Associate Director—Interface Developer: Gajendra Singh Lead Interface Developer: Pravin Vaichal Senior Associate—Interface Developer: Aslam Shikalgar Associate—Interface Developer: Arati Adelkar Lead Application Developer: Joshul Sharma Lead Technical Quality Assurance: Shivanand Satose Lead Quality Assurance: Priyank Soni Lead Quality Assurance: Mehul Mehta Director—Data Analyst: Nandan Aurangabadkar Lead Data Analyst: Shreyansh Jain Senior Associate—Data Analyst: Vidhya Sanas Lead Business Analyst: Lorian Madanes Lead Test Engineer: Edward McDonald Lead Cloud Engineer: Steve Townsend Lead Cloud Engineer: Stephen Harris Data & Security Director: Richard Underwood Architecture Director: Francis Wilkinson Head of Technology: Lloyd Tuckey Oreo's First Cafe Opens at the American Dream Mall to Attract Cookie Fans in Person

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Oreo Turns Packs Into Devices for Crafting the Perfect Mixtape

The connected packaging experience celebrates the joy of sharing music

Brittaney Kiefer

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Brittaney Kiefer