DISCOVERING MY DESTINY with LIMITED EDITION STAR WARS OREOs
RESULTS:
🚀 8x Growth in Incremental Penetration compared to 2020 partnerships - demonstrating continued growth in our partnership efforts
🚀 Incremental Penetration surged 2.46 points YOY, compared to 2023 Super Mario Partnership
🚀 Impressive 21% of purchases were new OREO buyers!
Working directly with Mondelez, Lucas/Disney, and the intrepid integrated agency team on this launch has been a highlight of this Star Wars lover’s career.
LET’S BE REAL: Star Wars is one of the most licensed properties in the galaxy. As one of the few people who was involved in this project from beginning to end, I felt a personal responsibility to make sure we sold in a uniquely ownable way for OREO. (Spoiler: we did.)
A teaser campaign rooted in an idea so perfect, it could have lived on its own, at any time, with or without a limited edition Star Wars OREO product to sell. Why not release it on May the Fourth (IYKYK). Luke Skywalker himself engaged! (Organically, no sponsorship.)
A Limited Edition Star Wars OREO launch, online, retail, C-store, and Club - the biggest OREO Limited Edition sales ever. (For context, bigger than partnerships with Pokemon, Game of Thrones, Super Mario, Lady Gaga, or any other Limited Edition OREO. So, huge.)
Wrangling the tenacity and diplomacy needed to pull in legendary original Star Wars poster artist Greg Hildbrandt - now in his 80's - to make our OREO pack art an instantly legit collectable. They said it couldn’t be done. But we didn’t give up, and we pulled it off. Greg also designed limited edition posters that fueled to OREO’s strongest lead gen campaign ever.
Scroll down for credits of the amazing team that I had the pleasure of leading to pull this all off.
Could it be…that OREO cookies were in STAR WARS ALL ALONG?
A big part of my role was making sure Disney saw the potential - and cut through the red tape - allowing us to retroactively promote the Star Wars galaxy’s only product placement. Check. We even created an old school, lo-fi, fan-theory tumblr for grassroots seeding.
NOW THAT YOU CAN NEVER UNSEE THE OREO COOKIES IN STAR WARS, WE WERE READY TO LAUNCH THE STAR WARS IN OREO COOKIES.
AN EPIC LAUNCH FILM - FEATURING ALL THE COOKIE EMBOSSMENTS OUR TEAM DESIGNED
Private Sales Team Sizzle video for project “Harvest” - only if it is your dessstiny to view it.
DENTSU CREATIVE
SVP, Client Leadership: Eric Forsyth
Director, Integrated Strategy: Brianne Johnson
Creative Director: Mike Cuthell
Creative Director: Eric Dennis
Executive Creative Director: Cuanan Cronwright
Executive Creative Director: Leo Barbosa
Chief Creative Officer: Rafael Rizuto
Art Director: Haley Schrenk
Copywriter: Shaw Schiappacasse
Associate Art Director: Makenna Bortells
Associate Copywriter: Caroline Noonan
Senior Account Director: James McCawley / Maddalena Pagano
Account Director: Tiffany Sims
Account Executive: Allison Lawrence
Project Management: Richard Callaghan / Josh Howe
Senior Integrated Producer / Art Buying: Ilona Siller
DENTSU CREATIVE DESIGN
Group Design Director: Zulema Orozco
Designer: Elizabeth Stakovsky
Senior Designer: Tracey Wong
Graphic Designer: Luis Valencia
Design Director: Dee Duncan
DENTSU CREATIVE SOCIAL MEDIA
Associate Director, Social Strategy: Rahul Lal
Sr. Social Strategist: Gianna Barone
Social Media Manager: Nicholas Ashkenis
Sr. Content Creator: Lorena Pedetti
PACK ART
Greg Hildebrandt (Illustrator at SpiderWebArt)
Jean Scrocco (Producer at SpiderWebArt)
FILMS
Josh Gad (Talent)
VO Talent: Steven Goard
Team PoP (Production Agency)
Global Production Lead: Julie Marchesseault
SVP, Group Director, Regional Client Lead: Pamela Serp
Head of Production: Carol Powley
VP, Executive Producer: Steve Intrabartola
Senior Producer: Alex DerHohannesian
Production Planner: Alina Sanders
VP, Director, Business Affairs: Kelly Ventrelli
Business Affairs Manager: Julie Pajuheshfar
Production Coordinator: Morgan Finnegan
PXP (Fan Theory / Josh Gad Shoot)
Director & Editor: Bao Truong
Senior Producer: Eddie Liguori
Senior Producer, Post: Joe Petruccio
Harbor Picture Company (Trailer Assets)
Director / 2D Lead Artist: Kyle Cody
Executive Producer: Casey Swircz
Head of Production: Tia Perkins
Senior Producer: Bindy St. Leger
2D Lead Artist: Kshitij Khanna
3D Lead Artist: Justin Kurtz
Senior Editor: Charlotte Carr
Designer: David Soto
Executive Producer, Audio: Lauren Boyle
Senior Sound Designer / Mixer: Steve Perski
Additional Mixing: Glen Landrum
Associate Mixer: Catherine Sangiovanni
MAS Music and Strategy (Trailer Assets)
Co-Founder/President: James Alvich
Executive Producer: Joey Reyes
Weber Shandwick (PR)
Danielle Dexter
Jenn Glassey
Vayner Media (Digital Paid Media)