Oreo and Super Mario team up to defeat Bowser with limited-edition cookie

Dive Brief:

• Mondelēz brand Oreo and Nintendo have teamed up on a limited-edition cookie inspired by the Super Mario video game franchise, while also sending consumers on an interactive mission, according to information shared with Marketing Dive.
• The limited-edition Oreo Double Stuf cookies are embossed with 16 unique designs depicting Super Mario heroes and villains. However, some designs are rarer than others. Bowser, perhaps the franchise’s more infamous villain, will be the hardest to find. Princess Peach, Bowser’s usual victim, is missing entirely.
• Those who find Bowser are tasked with “defeating” him by stacking as many cookies as they can on top of Bowser balanced on the rim of a glass of milk. He is “defeated” when the cookies fall into the glass. Fans who post the challenge to social media have the chance to win a prize.

Dive Insight:

The partnership with Nintendo is the latest example of Mondelēz leaning on video games, among other digital marketing strategies, as it looks to keep its brands relevant with younger generations and eschews linear TV advertising. The company has been riding a wave of strong results as demand remains high for its snack brands like Oreo and Chips Ahoy!, which is celebrating 60 years and being named a top Gen Z brand. 

The tasty adventure cooked up by Super Mario and Oreo brings the world of the game into the physical realm through a cookie-based scavenger hunt. Pre-sale of the special cookies began June 26, with packages rolling out at retailers nationwide July 10. The randomized nature of embossment could encourage consumers to purchase multipacks in an effort to find rarer types. The promotion also imitates the nature of the game, with Bowser typically being a more difficult encounter for players.

The story created by the collaboration is also similar to the one found in many Super Mario games, with Princess Peach missing and the Mushroom Kingdom in danger. Consumers are tasked with finding Bowser and defeating him in order to save the princess and kingdom. 

Super Mario has found its way back into the spotlight with the release of “The Super Mario Bros.” movie in April. The film grossed over half a billion dollars domestically, and inspired marketing activations at major chains such as Shake Shack, which included merchandise and menu items. The video game “Super Mario Bros. Wonder” is set for release at the end of the year.

Recent digital pushes Oreo include the cookie brand teaming up with Martha Stewart to help her make her metaverse debut. As part of the partnership, consumers were able to explore an Oreo-themed space and play minigames for the chance to win prizes. Stewart live streamed herself exploring the Horizon World’s activation to promote a limited-edition cookie.