The UK media loves a story involving the weather. Oreo took this to heart and used March’s total solar eclipse to create its own version – the Oreo Eclipse – with the aim of placing the biscuit brand at the centre of a national conversation.
For the duration of the eclipse, specially created executions on digital outdoor sites used Oreos to recreate the event happening in the sky above, in real-time, achieved by syncing astronomical data to the creative. The campaign also involved cover-wrapping more than 2m copies of The Sun newspaper with its first-ever translucent cover wrap. In just one day, 20m people saw #OreoEclipse.