Stuf of Legends

Marvel fans have always dreamed of stepping inside the universes they love. With “Stuf of Legends,” OREO finally hands them the portal.

For the first time ever, OREO became the only brand to unite all four major Marvel franchises -- Avengers, Spider-Man, X-Men, and the Fantastic Four –– into one brand partnership. Also, for the first time ever, OREO introduced color-changing creme.

Rather than a one-off product drop, Dentsu Creative built a two-pulse cinematic storyline that unfolds across film and digital experience –– pulling fans directly into the Marvel universe.

In this high-stakes storyline, a multiverse-level threat looms. And while the heroes are fighting on every front, this battle is simply too big for them alone. That’s where fans are called into action. The campaign invites everyone to power up, join the story and help save the universe one OREO at a time.

The campaign launched with three Marvel OREO “Stuf of Legends” packs and a mysterious fourth and final pack was unknown. That’s where the interactive digital experience at MarvelOREOStufOfLegends.com came in, where fans worked together to safely deliver the mystery fourth pack.

The fourth and final pack introduced “Stuf of Doom” cookies, now turning fans tongues Dr. Doom’s signature green upon cookie consumption to signal the villain’s takeover.

To bring the story off-screen and into the real world, OREO staged an IRL delivery truck event at Dumbo Plaza in New York City on February 21, complete with Dr. Doom cookie sampling and a “crashed” OREO delivery truck designed to mirror the hero film.

The campaign spanned OLV, social, influencer, digital experience, eb, and CRM. Paid media for “Stuf of Legends” and “Stuf of Doom” runs through March 31, aligning with products available on shelves through the same date.