CS 03 · Consumer Campaign · Leo Burnett
Oreo × Pokémon: Twist, Lick & Play With 'Em All
Mobile scan-to-catch experience that drove 3.5M+ visits and 81% repeat rate, ₹54L earned media for Oreo × Pokémon.
Oreo hadn't shipped a major format or flavour innovation in a decade. Competitors were launching variants constantly, and the brand was sliding into staple territory and staples get replaced.
The strategic pivot: instead of product novelty, offer fandom novelty. Partner with Pokémon, turn the cookie itself into a collectible, and build a digital experience that made the hunt feel real.
My job was the digital layer, a mobile web experience triggered by scanning a QR code on the pack. Fast timeline. Two strict brand systems. Kids as the user.
The core challenge: Pokémon and Oreo don't share a visual language and neither brand could be diluted.
The Oreodex (the core hub)
The entry point. A QR code on the pack opens a mobile microsite. Kids login and land on the Oreodex: a circular grid of 16 cookie slots representing the full Pokémon roster to collect. Every state of the experience routes back here. What's caught, what's missing, and what's next. The Golden Opportunity slot teases the rare yellow cookie reward.
The yellow Pikachu
The yellow Pikachu cookie has its own treatment. Different pack, Rarer, separately framed, and unlocks a wildcard reward (any Pokémon of the player's choice). Designed to feel like the special pull in a pack.
Avatar customization
A reward layer that gave kids a reason to keep coming back beyond the scan. Each cookie scanned unlocks an avatar item. T-shirts, jackets, headphones, gloves, skateboards, sneakers across 16 slots. Once styled, the avatar can be shared as a final flex moment.
Poképedia
A reference layer for the long tail of fans who wanted more than the game. A scrollable index of all 16 Pokémon in the campaign.
User testing was done the easiest way. My nieces and nephews. If they couldn't figure it, it got redesigned.
The digital experience was one part of a larger campaign. TVCs, OOH, influencers, quick commerce activations. These are campaign-wide results.
| Metric | Target | Result |
|---|---|---|
| Sales volume | +10% | +13%, 24.3 Crore packs sold |
| Market share | +3% | +5% |
| Large pack sales | +20% | +100% vs previous 6 months |
