Oreo has taken an innovative approach to advertising by creating an asteroid-proof vault for its cookies. Located in Svalbard, Norway, this vault not only preserves Oreo cookies but also the beloved recipe, ensuring that the iconic snack survives any potential asteroid impact. Inspired by the Global Seed Vault, which safeguards the world’s plant biodiversity, Oreo’s marketing stunt underscores the growing trend of apocalyptic-themed advertising.
The idea for Oreo’s vault was inspired by the Global Seed Vault in Svalbard, Norway, which houses over 930,000 types of seeds to safeguard global biodiversity. The seed vault, located above the permafrost line within the Arctic Circle, is designed to withstand natural and manmade disasters.
Bente Naeverdal, the property manager, emphasized its strategic location: “It is away from the places on earth where you have war and terror, everything maybe you are afraid of in other places. It is situated in a safe place,” she said.
Oreo selected the Svalbard Archipelago, situated between Norway and the North Pole, for its doomsday vault. This remote location is known for its harsh climate, making it an ideal site for preserving perishable items like cookies.
According to one post, The vault contains Oreo cookies, powdered milk, and the secret recipe, all wrapped in protective Mylar to withstand extreme temperatures ranging from -80°F to 300°F. The Mylar packaging ensures the cookies remain safe from moisture and air, enhancing their longevity.
The immediate trigger for Oreo’s vault was the potential threat posed by Asteroid 2018VP1, which had a slight chance of impacting Earth in early November 2020. Although experts considered it unlikely that the asteroid would survive entering the Earth’s atmosphere, Oreo chose to take no chances. As stated in their press release, “OREO isn’t risking a future without the world’s favourite cookie…”
To ensure the vault’s contents are accessible in the event of a disaster, Oreo has shared the coordinates: 78°08’58.1″N, 16°01’59.7″E. The vault is located near the Svalbard Seed Vault, symbolizing the intersection of food preservation and biodiversity. However, access to the vault is restricted by a coded lock, preserving its contents for a truly apocalyptic event.
