Oreo is asking fans to dream up its next oddball flavor

Oreo is taking a page of out of Lay’s playbook for its latest campaign. In similar fashion to Lay’s popular ‘Do Us A Flavor’ promo, Oreo is asking fans to come up with its next cookie flavor for a chance to win $500,000 and “unprecedented” access to some of the brand’s top-secret creations.

The contest comes as Oreo, which has become known in recent years for coming out with bizarre limited-edition flavors like Watermelon and Swedish Fish, launches its latest flavor: the Firework. The new limited-edition variety includes “popping candy creme” and comes just in time for Memorial Day and Fourth of July festivities.

According to Oreo, the #MyOreoCreation contest marks the first time that fans will be asked to submit ideas for what the brand should create and release next. Fans of the Mondelez-owned cookie brand can submit their ideas via Instagram or Twitter by uploading a photo, video or just text along with the hashtags #MyOreoCreation and #Contest. Oreo said that submissions will be judged on taste appeal, creativity and originality.

Three finalists will each receive $25,000 and the opportunity to see their flavor idea come to life on retail shelves across the country in May of 2018. The grand prize winner will eventually be chosen via fan vote in July of next year.

According to Oreo, the winner will not only get $500,000 but will also have the chance to participate in a “never-been-done-before tasting experience” where he or she will be able to taste Oreo products that are still in the prototype phase.

“Our newest limited edition flavor got us thinking – if we can create a Firework Oreo cookie, what else could we create? And who better to ask than those who are already sharing their flavor and creation ideas,” said Madeline Vincent, brand manager of Oreo, in a statement. “We’ve always loved hearing and seeing our fans’ ideas and now we’re thrilled to merge that passion and creativity with Oreo innovation to come up with future Oreo Wonder Vault creations.”

To promote the contest, the brand has launched a video that shows ‘Unbreakable Kimmy Schmidt’ star Ellie Kemper explaining what her ideal Oreo flavor would be. Oreo has also teamed up with celebrities including actor Tituss Burgess and ‘Scandal’ star Katie Lowes to promote the contest on social media.

Oreo worked with 360i, Carat, Weber Shandwick and The Martin Agency to develop #MyOreoCreation.

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