That’s just the way the cookie crumbles.
The Toronto Maple Leafs doubled down on their apparent love for cookies and cream and added Oreo as the club’s new helmet sponsor on Tuesday.
The move makes for some clever synergy with the team’s jersey sponsor: Milk.
The team unveiled the new branding on social media Tuesday afternoon, revealing that a mysterious campaign that saw the team “lose” the O’s from its branding and around the practice facility was all part of the ploy.
“CASE CLOSED – We found the Missing Os at the practice rink!” the team’s official account posted with a video of the altered signage. “Let’s celebrate @OREO as our new helmet partner. Stay Playful this Season Leafs Nation!”
In the video, the team showed various examples of missing O’s from around the city, including on the Coca-Cola Coliseum, Union Station and on the front of a Go Train.
Then, it is revealed that the missing vowels have been stacked on a table in the Leafs locker room at the Ford Performance Centre and spell out “Go Leafs Go.”
Fans had mixed reactions to the announcement on social media with some quick to mock the pairing.
“Because of the teams hard shell exterior and soft interior,” wrote one user on X.
“Also fitting that when you put an Oreo in Milk they become SOFT,” another wrote.
“Let’s hope they don’t just dip into the playoffs and fall apart,” a third user replied.
Others applauded the creativity of the marketing, even if the missing O’s felt over the top to some.
“Milk, and now cookies. It just fits,” one user replied, “But all of us extremely overthought this.”
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“So does the team get milk and cookies after every W now?” another asked.
“Oreos and milk is a banger tandem for helmet/jersey sponsors,” another replied.
The new helmet will make its on-ice debut Sunday when the Leafs open their 2024-25 pre-season against the Ottawa Senators at Scotiabank Arena.
The Oreo logo replaces Pizza Pizza, which was the Leafs’ helmet sponsor last season after social media platform TikTok had its logo on the team’s helmets during the 2021-22 season.