OREO, the world’s No. 1 biscuit brand, is launching a playful Challenge, inviting consumers to capture how they twist, lick and dunk an OREO for the chance to win a range of prizes, including a £10,000 holiday*. The on-pack promotion also introduces a new embossed Twist, Lick, Dunk biscuit.

Designed to be enjoyed with friends and family, the challenge invites consumers to turn the brand’s twist, lick, dunk eating ritual into a moment worth sharing. To take part, consumers simply need to pick up a promotional pack, scan the QR code, twist, open their OREO and lick the cream. When they are ready, they can scan the biscuit with their phone and dunk it in virtual milk on a microsite,  Oreo-challenge.oreo.eu/UK.  When the biscuit comes out of the milk, the cream will be in the shape of the prize won if they are a winner. The OREO Challenge gives shoppers multiple chances to win. In addition to a holiday, participants can also win electronic devices, vouchers and  subscriptions  and digital emojis.

The OREO Challenge invites consumers to put their own individual twist on OREO ritual, a playful tradition that’s unique to the brand. By transforming the way the biscuit is enjoyed, OREO is bringing its playfulness to homes across the UK, creating memorable moments for families while driving incremental sales across retailers through purchase-led participation.

Mandipa Mtashu, Brand Manager for OREO at Mondelēz International, said: “The Twist, Lick, Dunk ritual has always been at the heart of OREO and with this Challenge, we’re putting a fresh spin on it. We don’t just want people to enjoy the taste of OREO biscuits; we want them to have fun with the challenge and be creative. The OREO Challenge is a fun and active way for families and friends to make  twist, lick, dunk their own, celebrate the playfulness that defines OREO and give shoppers an extra incentive to pick up a pack in store.

The OREO Twist, Lick, Dunk Challenge is running from March to June and is supported by unmissable in-store activations, e-commerce activity, and a standout out-of-home campaign. The on-pack promotion will roll out across a range of formats, including OREO Twin Pack and OREO Original, ensuring widespread visibility and engagement throughout the OREO Challenge period.