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Global Oreo Vault

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A pair of Oreo cookies

The Global Oreo Vault was a 2020 publicity stunt by Nabisco.

History

The campaign was inspired by the actual Svalbard Global Seed Vault.

In October 2020, Nabisco announced on social media that it had created a small concrete bunker in Svalbard, Norway to preserve the Oreo recipe in the event that the 2018 VP1 asteroid impacted the Earth on November 2 or 3, 2020.[1][2] However, astronomers noted that the asteroid was extremely unlikely to impact the earth.[3][4] The image of the vault was based on the real life Svalbard Global Seed Vault,[3][5] and its supposed coordinates were placed near the seed vault.[6] The vault supposedly contained Oreos wrapped in Mylar, powdered milk and the recipe for Oreo cookies.[7] The campaign was inspired by a tweet posted on October 3, 2020.[8][9] The company uploaded a series of scripted parody videos about the vault to YouTube,[10] and released social media content which built up to a mockumentary about the vault's creation.[8][11] The stunt was created by the Oreo marketing team and advertising agencies 360i and The Community.[8]

Awards

The campaign was nominated for and received several awards for advertisements and online content. It was nominated for a 2020 Clio Award,[12] and 2021 Webby Award,[13] and won a 2021 Muse Award,[14] Shorty Award,[15] and Cresta Award.[16] The campaign also won Adweek's Reader's Choice bracket for marketing events of the year.[8]

References

  1. ^ "Oreo Built an Asteroid-Proof Vault to Protect Its Cookies". Nerdist. Retrieved 2023-07-07.
  2. ^ "Oreo Builds Vault to Store Cookie Stash for the World". Food Network. Retrieved 2023-07-07.
  3. ^ a b "Oreo stashed its cookies in a doomsday vault in preparation for the 'Election Day asteroid'". CNET. Retrieved 2023-07-07.
  4. ^ "Oreo has built a doomsday vault to protect its cookies and recipe". UNILAD. 2023-07-05. Retrieved 2023-07-07.
  5. ^ "Oreo built a doomsday vault to protect its cookies from a harmless asteroid". Futurism. Retrieved 2023-07-07.
  6. ^ Schwartz, Nate (November 3, 2020). "Oreo planned to defeat an asteroid. Here's how". Deseret News. Retrieved 2023-07-08.
  7. ^ Meisenzahl, Mary. "Oreo built an 'asteroid-proof doomsday vault' for cookies as advertising takes a turn for the apocalyptic". Business Insider. Retrieved 2023-07-07.
  8. ^ a b c d Zelaya, Ian. "How Oreo Made a Doomsday Vault That Fans Voted 2020's Top Ad". www.adweek.com. Retrieved 2023-07-07.
  9. ^ Steiner, Chelsea (2020-11-01). "Let's Survive the Apocalypse in the Global Oreo Vault". The Mary Sue. Retrieved 2023-07-07.
  10. ^ Pomranz, Mike (October 26, 2020). "Oreo Built a 'Doomsday' Vault to Protect Its Recipe and Cookies". Food & Wine. Retrieved 2023-07-07.
  11. ^ Gill, Tarvin (2020-10-27). "Oreo built a doomsday vault for its cookies in case an asteroid hits earth. Which it wont". Mashable SEA. Retrieved 2023-07-07.
  12. ^ "Oreo - The OREO Doomsday Vault". Clios. Retrieved 2023-07-07.
  13. ^ "The OREO Doomsday Vault". Webby Awards. Retrieved 2023-07-07.
  14. ^ Awards, MUSE Advertising. "The Oreo Doomsday Vault by The Community & 360i". MUSE Advertising Awards. Retrieved 2023-07-07.
  15. ^ "The Oreo Doomsday Vault - The Shorty Awards". shortyawards.com. Retrieved 2023-07-07.
  16. ^ "The OREO Doomsday Vault". www.cresta-awards.com. Retrieved 2023-07-07.
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