Oreo came to Brand Society with a clear opportunity: to elevate the brand’s presence during the Christmas season and transform it from a baking ingredient into a festive ritual that families reach for, share, and gift. In other words: let’s become Santa’s cookie of choice.

As Australia’s #3 cookie brand, Oreo had the recognition and love, but not the seasonal relevance. The brief was to build on Oreo’s existing strengths: its playful personality, cross-generational appeal, and iconic twist-dunk-lick ritual, while carving out a distinctive role in the holiday period. Something that would feel unmistakably Oreo, but with festive magic baked in.

The Challenge: The Christmas season is crowded with established traditions and nostalgia-driven products. Breaking through required more than seasonal packaging, it demanded a meaningful shift in how consumers thought about Oreo during the holidays. The brand needed to move beyond its functional role as an ingredient and become part of the celebration itself.

The Solution: Rather than reinvent what makes Oreo special, Brand Society amplified it. The work centred on the ritual: that distinctive twist, dunk, and lick that’s universally recognised and loved across generations. By wrapping this ritual in festive expression, the brand created something that felt both familiar and celebratory. The packaging design, retail activations, and visual language all worked together to position Oreo as something worth gifting and sharing.

The approach maintained Oreo’s playful spirit while elevating the experience to feel special enough for the season. The result transformed Oreo from another cookie option into a festive tradition; something families would actively choose to include in their holiday celebrations, creating new memories around a ritual they already knew and loved.