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Dive Briefing:
- Coca-Cola and Oreo are teaming up to release two limited-edition products featuring each brand: Oreo Coca-Cola Sandwich Cookies and Coca-Cola Oreo Zero Sugar Drink.
- Half of the cookie has the classic chocolate “base cake” found in traditional Oreos, but this version also has Coca-Cola syrup. The other half has a red base cake with Coca-Cola's signature script. Both base cakes are filled with white cream, Popping “carbonated” candies. that Zero sugar drinks contain: A Coca-Cola flavor with a savory hint of Oreo cookies.
- Oreo Coca-Cola Sandwich Cookies and Coca-Cola Oreo Zero Sugar products will be available in grocery and convenience stores, including the United States, starting in September. Frozen versions of Coca-Cola Oreos will also be available at McDonald’s and 7-Eleven in select markets.
Dive Insight:
With billions of dollars in annual sales, few brands are as popular worldwide as Coca-Cola and Mondelez International’s Oreo. As consumers look for new and innovative products, these products are leveraging their broad appeal to create a bigger buzz.
With cookie and soda shelves stocked and cash-strapped consumers cutting back on store purchases due to inflation, a Coca-Cola-Oreo combination innovation could help drive shoppers to impulsively add one of these products to their carts.
Limited-time products build on strategies previously undertaken by Coca-Cola and Oreo. Over the past few years, Mondelēz has launched dozens of special edition Oreo flavors, including a jelly donut.Use watermelon and birthday cake to attract curious people to your brand's new items.
Coca-Cola has taken a similar path with its Creations platform. The company launched this initiative in 2022 to attract younger consumers. Creations does not promote or reveal flavor profiles like cola, cherry or vanilla, but rather provides a feeling or experience. This extension has proven successful in attracting consumers to the original Coca-Cola brand.
So far, the company has released 11 limited edition products, including Coca-Cola Starlight, Coca-Cola Bite, Coca-Cola Dreamworld, and Coca-Cola Warza.
Certainly, the new Oreo and Coca-Cola products benefit from the fact that each of these giant brands has been around for over 100 years and is known to consumers around the world. The campaign promoting the partnership between the two products centers around using the best features of each product to create a better product together, becoming best friends or “besties.”
“At OREO, we’re committed to finding new ways to excite our consumers, and this collaboration takes that to the next level,” Eugenia Jalis, global marketing and brand director for Oreo at Mondelēz, said in a statement.
The new cookies and drinks will also be accompanied by a broader marketing campaign across digital and physical experiences aimed at strengthening connections between friends.
Best friends can log into Spotify and be asked questions to find out how their music tastes compare to Bestie’s. A playlist is created that combines their music preferences for individuals to enjoy together. Coca-Cola and Oreo are also launching a “Bestie Mode” line of merchandise, including socks, totes, drinkware and notebooks, with fashion retailer Forever21. The merchandise will be available in the United States.
