Oreo Spooky Halloween Edition by The Otherly: A Playful Twist on Pumpkin and Vanilla

Context The world’s favourite black and white cookie represents so much simple joy and playfulness in our lives. Though Gen Z and Millennials are the target audience, we’re fortunate to be working with a brand which naturally sparks playful interaction with everyone who encounters them. Being a young brand in Europe, part of their growth strategy has been to carve a space for themselves within seasonal occasions, and to do that, our challenge is always to find a relatable insight or ritual – universally understood across multilingual European markets – that ensures our distinctive cookies can play the hero in all seasonal stories we tell. The orange creme inside – unique to our Halloween cookies – also gives us a naturally spooky asset to play with. Something that we knew needed to be part