Oreo's new package looks like a cassette player

European activation by Digitas leans into mixtape nostalgia in contest and packaging promotion

Published On
Aug 10, 2021

Editor's Pick

Oreo is tapping into mixtape nosalgia and the surprise resurgence of cassettes during the pandemic with a new packaging activation.

Agency Digitas is behind the Mondelez cookie brand's new promotional campaign called "Press Play to Win." Consumers are encouraged to scan their Oreo pack with their smartpone to access a digital experience that allows them to share a selection of mixtapes online with friends. They're also entered for prizes which include an Oreo-filled cassette player, as well as headphones, speakers and a music festival experience. 

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MicrositeMixtape Prize

Oreo says the aim of the activation is to play on the nostalgia surrounding mixtapes for millennials and bring some analog fun to music sharing in the digital world. "Pressing play on a mixtape has been part of culture for as long as we can all remember, and bringing that bang up to date in a playful way that is relevant for consumers," said Rafael Espesani, senior brand manager, Oreo U.K. & Ireland at Mondelez International, in a statement. 

“We’ve created a connected experience that spans the physical and the digital, tapping into millennial nostalgia with seamless technology and an engaging experience," added Lazaros Nikiforidis, executive creative director at Digitas. "There is no greater expression of playful music sharing than the crafting of a mixtape: from the hand-picked songs to the dedications and the stickers, the process of making a mixtape and sharing it with a loved one is personal for millennials."

The work is running in the U.K., Ireland, Denmark, Sweden, Finland and Norway. The activation runs to the end of September in the Nordic markets. In the U.K. and Ireland, it's live until the end of October.


Aug 10, 2021
Client :
Agency :
Lazaros Nikiforidis
Creative Team :
Dani Brown
Creative Team :
Alex Wood
Creative Team :
Mimi Chan
Creative Team :
Ruhdraigh McGarth
Strategy Partner :
James Whatley
Business Director :
Alex Stewart
Business Director :
Jackie Bee
Account Manager :
Lou Fox
Account Executive :
Nat Conway
Project Manager :
Ian Kaye
Project Director :
Chetan Jain
Delivery Manager :
Febin Philipose
Senior Associate Project Manager :
Nikhil Roy
Graduate Delivery Manager :
Avinash Gond
Associate Technical Director :
Faizaan Shaikh
Associate Director Interface Developer :
Gajendra Singh
Lead Interface Developer :
Pravin Vaichal
Senior Associate Interface Developer :
Aslam Shikalgar
Associate Interface Developer :
Arati Adelkar
Lead Application Developer :
Joshul Sharma
Lead Technical Quality Assurance :
Shivanand Satose
Lead Quality Assurance :
Priyank Soni
Lead Quality Assurance :
Mehul Mehta
Director Data Analyst :
Nandan Aurangabadkar
Lead Data Analyst :
Shreyansh Jain
Senior Associate Data Analyst :
Vidhya Sanas
Lead Business Analyst :
Lorian Madanes
Lead Test Engineer :
Edward McDonald
Lead Cloud Engineer :
Steve Townsend
Lead Cloud Engineer :
Stephen Harris
Data & Security Director :
Richard Underwood
Architecture Director :
Francis Wilkinson
Head of Technology :
Lloyd Tuckey
UI Designer :
Nathan Parris
Senior Designer :
Tim Vukcevic
Senior Designer :
Dan Bale
Junior Designer :
Joe Martin

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