OREO Brings Its ‘Twist, Lick, Dunk Ritual’ To Life With A New Challenge

OREO BRINGS ITS ‘TWIST, LICK, DUNK RITUAL’ TO LIFE WITH A NEW CHALLENGE

OREO, the world’s No. 1 biscuit brand1, is launching a playful Challenge, inviting consumers to capture how they twist, lick and dunk an OREO for the chance to win a range of prizes, including a £10,000 holiday*. The on-pack promotion also introduces a new embossed Twist, Lick, Dunk biscuit.

The challenge invites consumers to turn the brand’s twist, lick, dunk eating ritual into a moment worth sharing. To take part, consumers simply need to pick up a promotional pack, scan the QR code, twist, open their OREO and lick the cream. When they are ready, they can scan the biscuit with their phone and dunk it in virtual milk on a microsite, Oreo-challenge.oreo.eu/UK. When the biscuit comes out of the milk, the cream will be in the shape of the prize won if they are a winner. The OREO Challenge gives shoppers multiple chances to win. In addition to a holiday, participants can also win electronic devices, vouchers and subscriptions and digital emojis.

The OREO Challenge invites consumers to put their own individual twist on OREO ritual, a playful tradition that’s unique to the brand. By transforming the way the biscuit is enjoyed, OREO is bringing its playfulness to homes across the UK, creating memorable moments for families while driving incremental sales across retailers through purchase-led participation.

The OREO Twist, Lick, Dunk Challenge is running from now to June and is supported by unmissable standout out-of-home campaign. The on-pack promotion will roll out across a range of formats, including OREO Original, ensuring widespread visibility and engagement throughout the OREO Challenge period.

1 Euromonitor Int. Ltd/Snacks 2026 ed – Sweet Biscuits Category definition, brand share 2025, Retail value sales.

On Pack

  • OREO Original 154g – £1.50 RRP**
  • OREO Original PMP*** 154g -£1.29 RRP**
  • OREO Original Twin pack (308G) - £2.50 RRP**
  • OREO Original 66G - £1.60 RRP**

Off pack

  • OREO Double Creme 157G - £1.60 RRP**
  • OREO Brownie 154G - £1.50 RRP**
  • OREO Vanilla Latte 157G - £1.60 RRP**

** Prices are recommended only. Retailers are free to set their own prices

*** Non-PMP pack available

* Terms and Conditions

UK & ROI, 18+ only. 00:01 30/03/26 - 23:59 30/06/26. Purchase of Participating Pack required for UK only, no purchase necessary (NPN) for ROI. Winning Moments: Visit Oreo-challenge.oreo.eu/UK, submit details & (UK only) enter EAN code & follow the instructions to find out if you have won. Winning Moments Prizes randomly allocated, see full T&Cs for details. Max 1 entry/person/day. Max 1 prize/household. All valid entrants will receive 1 x OREO digital download (Reward). Max 1 Reward p/person. Prize Draw: Max 1 entry p/person will be automatically entered into Draw for a chance to win 1 x £/€10,000 holiday voucher. Wrap Up Draw: 01/07/26 – 01/01/2027. Max 1 entry/person. Wrap Up Prize: 1 x £/€500. Prize restrictions apply. Internet access, email address & compatible device required. Retain receipt excl. ROI. Full T&Cs, prize details & ROI NPN route: Oreo-challenge.oreo.eu/UK.