Kraft bows oblong Oreos

The better to dunk with, n'est-ce pas?

After 95 years of being unapologetically rotund, Oreos are now sporting an extreme makeover that’s transformed the popular cookie into a slender, oblong confection. But classicists need not be alarmed: the Oreo Dunkers that will hit Canada-only stores next week will disappear just five weeks later.

Karmen Lo, senior product manager for Kraft Canada, explains the amusing exercise to MiC thusly: ‘Part of the experience that makes Oreo so special is the famous dunking ritual. This new, highly dunkable, oblong shape is meant to create excitement for consumers as we celebrate their passion for dunking Oreos.’

Lo says Kraft chose not to support the Dunkers’ summer visit with a full-scale marketing campaign. There won’t even be in-store signage – just special shelves to accommodate the new package shape. Instead, a PR-only initiative launched this week by Toronto’s Strategic Objectives has packages of Dunkers – plus milk glasses – being delivered to media outlets in major cities across the country.

In the interests of full disclosure, MiC admits to receiving and munching a Dunker or two – while getting a kick out of the accompanying ‘Dare to Dunk’ rules. Sample: ‘Roll up your sleeves to avoid any dunking disruptions.’