The encyclopedia · Advertising & PR · Marketing decision · 2025–2026
Oreo sent a cookie to the stratosphere to 'dunk' into the Milky Way
Oreo Space Dunk sent a cookie into the stratosphere to 'dunk' into the Milky Way, wrapped the stunt in a mobile game and won a Spikes Asia 2026 Bronze.
Oreo (Mondelez International) · Leo Indonesia
The solution
Oreo needed to launch a limited-edition, space-themed cookie across Southeast Asia with a story that felt local. Leo Indonesia explored the region's space obsessions — planets, horoscopes, UFOs — and landed on the Milky Way, one of Southeast Asia's most sought-after night-sky sights.
That turned Oreo's iconic dunking ritual into 'the most epic dunk ever': with UK engineering firm Sent Into Space, the agency built a custom launch craft, rehearsed the flight for three weeks, then sent an Oreo into the stratosphere, where a hydraulic system ejected it toward the galaxy. A multi-camera film captured the voyage from Oreo's Cikarang factory to space.
The launch happened on April 11, 2025 at Nimo Highlands, Bandung, with media and influencers from ten Asian markets watching. Each market then adapted the idea — immersive space experiences in Jakarta, stunts in Thailand, installations in Vietnam — while a mobile game at OREOspacedunk.com let anyone dunk virtually and win prizes.
At Spikes Asia 2026 the campaign won a Bronze in Outdoor, Ambient Outdoor, one of Indonesia's four metals at that edition, and became a reference for taking a brand ritual to its literal limit.
Why it worked
- It literalised the brand's most famous ritual instead of inventing a new story.
- Real engineering by Sent Into Space made the absurd stunt credible.
- Launching from Bandung's star-viewing highlands tied the stunt to a place Southeast Asians actually visit to see the Milky Way.
- A mobile game and regional adaptations turned a one-off stunt into an ongoing, shoppable campaign.
What can be applied
Take the brand's most famous ritual literally and push it to its extreme: a real stratosphere launch was a stunt only Oreo could own, and every market could adapt the same core visual.
Aftermath
The Space Dunk / Milky Way Dunk campaign ran across Southeast Asia through mid-2025: the OREOspacedunk.com game drove scanning, points and prizes tied to purchases, and each market adapted the stratosphere visual into local experiences. The launch film remained the hero asset, and at Spikes Asia 2026 Leo Indonesia's outdoor entry won a Bronze as part of Indonesia's four-metal haul, cementing the campaign as a case study in literal brand storytelling.
Sources
- Behind Leo Indonesia's Galactic Effort to Dunk OREO Into the Milky Way
- OREO gets its most epic dunk ever – in the Milky Way
- Di balik kemenangan Indonesia di Spikes Asia 2026
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