Oreo is bringing the magic of the summer campfire to the everyday, with its new twist on the classic cookie – S’mores Oreo flavored cookies. To promote the Memorial Day product release, we launched a tongue-in-cheek PSA campaign, parodying Smokey The Bear and illustrating the great lengths people will go to for the treat. The campaign featured S’morey, the “Unidentifiable Forest Creature.” Dreamed up together with Shadowmachine who made S’morey come alive.
Canoe Campfire.
When the fish aren’t biting, bite into a limited edition #OreoSmores flavored cookie. No campfire necessary.
While sitting around a campfire and roasting marshmallows is a summertime staple, sometimes when you want a s’more, it’s not always the best time to build a fire. Some part badger and some part hare, S’morey’s mission is to put an end to these unnecessary campfires and help people see there’s a safer, easier way to enjoy the taste of a s’more just about anywhere – no campfire necessary.
Golf Campfire.
No matter what hole you’re on, you can tee up new #OreoSmores flavored cookies. No campfire necessary.
Cubicle Campfire.
Enjoy new #OreoSmores flavored cookies any place, including the workplace. No campfire necessary.
The quirky PSA-style videos were designed to appeal to Oreo’s growing Millennial fan base, and feature a throwback feel inspired by 80’s cartoons. To further make sure people wouldn’t light fires where they shouldn’t, we also create posters that we gave away to a few lucky fans who really showed their love for S’morey.
S’morey's Theme Song.
He’s a bit like a badger, a bit like a hare, and whenever there’s a campfire he’ll be there. He’s S’morey! The unidentifiable forest creature.
