In 2023, OREO is partnering with Xbox to create an unmissable activation that will unlock playfulness in real life. Saatchi & Saatchi is leading the creative work that will be launched across more than 20 European countries. The world’s number one cookie*, OREO, and international gaming giant, Xbox, are on a mission, putting the cookies at the heart of the campaign by leveraging something that has been part of the gaming world for a long time: cheat codes. Cheat codes allow players to unlock special features or abilities in the game that are not available through standard play. For the first time in Europe, OREO is launching 6 different embossments inspired by the Xbox controller. Consumers will be able to create combinations with the OREO Xbox Special Edition cookies and unlock amazing prizes on the official website. The possibilities are endless - players could use cookies to unlock a custom Xbox Series S Console designed to look like an OREO cookie being dunked into milk, Xbox Game Pass Ultimate subscriptions, Xbox Stereo Headsets, or exclusive OREO-themed in-game content**: A “Valiant Corsair” Sail Set for Sea of Thieves. A “Parade Ground” Armour Coating for Halo Infinite. A “2009 Pagani Zonda Cinque Roadster ‘Oreo Edition’“ for Forza Horizon 5. As gaming is becoming extremely popular nowadays, both brands are stepping-up by bringing their perfectly matching DNA to the table, creating playful moments for millennials, gamers and customers alike.