Stuf of
Legends

THE PROBLEM

As the world's most playful cookie, OREO's partnership with Marvel had all the makings of something legendary. But Marvel fans are notoriously tough to impress, so the campaign had to earn the respect of one of the most passionate fandoms in pop culture.

THE INSIGHT

Marvel fans live for the lore. They decode easter eggs, debate theories, and dissect every detail. And since no Marvel story is complete without a villain, we stopped trying to be the hero and let Dr. Doom, one of Marvel's most iconic characters, tell the story for us.

THE IDEA

We launched the Stuf of Legends LTO collection with one cookie pack conspicuously missing. Fans were pulled into an interactive digital experience to help unlock the fourth pack, turning the product launch into a community-driven hunt. The reveal landed IRL through a crashed armored truck stunt at Dumbo Plaza in NYC, giving media and earned influencers the first taste of OREO Stuf of Doom before launching into the world.