HMH Awards: Oreo

By Denise Hollingsworth | Brand Strategy Director

CATEGORY: Dunking an iconic cookie in Earth’s northern frosting

RECIPIENT: Oreo

Do you love Oreos? Would life be different if they no longer existed? Well, let’s assume that you do and that not having them in your life would be a terrible thing. And, let’s assume Oreo’s brand owner (Nabisco) would do just about anything to keep those little chocolate cookies safe so you wouldn’t ever have to live without them.

Nabisco pretty much did that. Given the extremely rare (yet still ever-so-remotely-possible) chance of an asteroid hitting Earth this month, they built a ‘doomsday vault’ in the permafrost of Norway, right up the road from the Svalbard Global Seed Vault. That’s the vault that houses backup seed reserves of the world’s agricultural crops. Without these precious samples, the world could totally change.  You know, just like if the world ran out of Oreos.

The best part about Nabisco’s idea? It all started with a customer tweet: “so apparently there’s an asteroid coming close to earth soon…I wonder who will save the Oreos?” Now that’s taking what your customer says seriously—even if it was just a marketing ploy!