Canadian Packaging

Bestselling Cookie Brand Boldly Goes Where No Other Cookie Has Ever Gone Before

Canadian Packaging   

You don’t become the world’s favorite cookie brand if you’re not reaching for the stars. But even by its own lofty standards, the latest limited-edition OREO brand extension from Mondelēz International is uniquely out of this world on virtually every level.

Just launched across Canada earlier this month, the new Special Edition Star Wars OREO Cookies—produced in collaboration with major Hollywood blockbuster studio Lucasfilm—may well be setting new out-worldly standards for packaging mastery and marketing savvy.

The two iterations of the Star Wars OREO Cookie Packs are wrapped in identical exterior packaging, but each pack contains a single-colour creme that symbolizes either the “Dark Side” or the “Light Side” of The Force.

In a playful twist, consumers who purchase a pack won’t actually know which side they are on until they open the elaborately designed packaging.

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That’s because the Special Edition Star Wars OREO Cookie Packs feature differing embossments of corresponding dark-side and light-side characters and include red or blue creme, respectively, infused with “kyber” (sugar) crystals—inspired by the crystals found in the LIGHTSABER swords.

“The tremendous fandom between Star Wars and the OREO brand has made this strategic partnership such a fun collaboration, and we hope fan bases of both communities are just as excited about the launch of Star Wars OREO Cookie Packs as we are,” says Colleen Bowker, OREO brand manager for Canada.

“The OREO brand always strives to connect with our dedicated fans in new and unexpected ways through culturally relevant moments—making this partnership between two iconic properties such a natural fit.”

Designed by leading global branding services provider Bulletproof, the stunning Star Wars-themed packaging pays homage to the film franchise’s enduring legacy and popularity by deftly incorporating the original character artwork hand-painted by the legendary illustrator Greg Hildebrandt, an iconic Star Wars poster artist since 1977.

On each cookie, fans will find embossments of corresponding dark-side and light-side characters such as Darth Vader, Darth Maul and a stormtrooper for the dark-side pack, or Luke Skywalker, Yoda and Princess Leia for the light-side pack.

With 10 characters each across the two varieties, the Special Edition Star Wars OREO Cookie Packs feature 20 distinct characters in total.

According to Mondelēz, the OREO brand cookies are available in over 100 countries around the world, with an estimated 60 billion OREO cookies sold each year, with about 20 billion in the U.S. alone.

The company estimates that more than 500 billion OREO cookies have been sold since the first OREO biscuit was developed in 1912.

With 2023 net revenues of approximately $36 billion, Mondelēz is leading the future of snacking with iconic global and local brands such as Ritz, LU, Clif Bar and Tate’s Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolates.

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