The Oreo Doomsday Vault

In the midst of an intensifying pandemic, nationwide protests and the craziest presidential election of our lives, the world’s most playful cookie decided to give the world some much-needed relief.



So when a fan alerted us that, on top of everything else happening, an asteroid was coming towards the Earth and could destroy OREOs (along with the world), we couldn’t take any chances.



Inspired by the Global Seed Vault in Svalbard, Norway, we ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard OREOs for all eternity.



We first released a long-form film that followed the OREO Doomsday Vault’s design and construction process. And in the days leading up to Election Day, we pushed out an additional 40 pieces of content on social media, including teasers, a letter from OREO HQ, limited edition packs designed to survive the apocalypse, and six ‘behind the scenes’ videos.



Norway went as far as turning it into an official tourist destination in a tweet.



We turned a single fan tweet into:

415+ earned media placements (during Election Week)

100+ million impressions (more than a Super Bowl spot)

20+ major brands asking to join our vault

286% ROI

And one concrete vault in the Arctic Circle, built to withstand all future asteroids.




And at a time when the world seemed more divided than ever, we gave people one thing to agree on – that if the world ever ends, there’s no better place to be than up in the Arctic Circle, stuffing your face with OREOs.