What if there were a collaboration between our two favorite childhood things?
Oreo & The Parent Trap
TWINS’ FAVORITE COOKIE
Idea: For the 25 Year Anniversary of The Parent Trap movie, Oreo will jump on a promotional collaboration.
Insight: Oreo plays an important role in the movie as the first thing that brings the separated twins together.
Age: Millennials (25-35)
The outline
Copywriting
Art Direction
Graphic Design
Promotional Design
Packaging Design
Experiential Design
Social Media Design
The journey
Molly Mavorah - Copywriting, Conceptual Ideation
Ana Mitchell - Art Direction, Graphic Design, Conceptual Ideation
The team
BRAND RESEARCH
Oreo expresses the idea of “staying playful” to all consumers, whether you are a kid or an adult, making it the perfect brand to bring out our inner-child.
Because the Oreo brand has a history and a trust among consumers, it becomes nostalgic to all people as they grow up.
The Parent Trap Reunion
We’ll start the campaign on the 25th anniversary of The Parent Trap movie — July 20th, 2023.
Disney+ will introduce The Parent Trap 25 Year Anniversary Reunion Special coming later that year on October 11 —
the twins’ famous birthday in the movie.
There’s a new oreo in town
After the news of the reunion has made its mark on Millennials everywhere, Oreo will introduce their collaboration by coming out with the new
Parent Trap Oreos — a package of your favorite cookies with peanut butter dip included.
Just like Hallie and Annie’s favorite treat that brought them together.
Let’s make this even more exciting!
20 random packages of the Parent Trap Oreos will have one half of the parents’ famous torn photo.
Can you find one of the exclusive packages?
Can you also find your long-lost twin who has the other half of your photo?
If you do, you both get two tickets to Oreo + The Parent’s Trap’s big event — Oreo Camp Walden!
TRAP THE PARENTS…
AGAIN!
Didn’t find your half of the photo? You can still win!
All other packages of Parent Trap Oreos will have a secret QR code hidden under an Oreo sticker that brings you to our Oreo Roulette! Spin the wheel to trap prizes like a 2 month subscription to Disney+, merch, or camp and cookie coupons!
or(eo)…
trap a prize!
PB&O
What makes them so special?
This article from the Houston Press shows how consumers feel about Hallie and Annie’s sweet treat.
We’ve all wanted to go to Camp Walden after watching The Parent Trap. Well, now’s our chance.
This summer, Oreo is bringing Camp Walden to life. A weekend getaway where we can experience summer camp again as adults.
Campers will get the full Parent Trap experience, feeling immersed in the movie itself.
oreo’s camp walden
The Parent Trap + Oreo Cookbook
All campers get exclusive early access to this limited edition cookbook with recipes inspired by scenes from The Parent Trap, all including the main ingredient of Oreos.
Anyone who couldn’t make it to the camp can score a digital version of this cookbook at the nation-wide launch date.
TLDR?
Too long didn’t read?
We get it, you’re like Meredith, all you want is half a grapefruit. Well, this will sum it up for you…