While this certainly isn’t the first time that the Mondelez brand Oreo has jumped on the experiential wagon as a way of promoting its range of delicious cookies, the newest upcoming event marks a part of Oreo history in the UK, by introducing the very first fruit-oriented flavour to the mix for English fans.
The latest strawberry cheesecake and mint flavours were created to drive growth within the sweet biscuit company by attracting new customers towards the brand. They’re both supported by a £3.4 million marketing campaign that will involve experiential activity, digital media, and TV and PR campaigns.
The New Flavours
The Oreo strawberry cheesecake option will be the first fruity flavour introduced to the range in the UK – based on the popular US berry option, while the mint choice will aim to capitalize on the popularity of mint flavours in the UK.
The advertising campaign began with a 20-second TV spot by FCB inferno which debuted in August, featuring a kaleidoscope-style animation of dancing Oreo cookies.
Of course, this particular advertisement isn’t the most interesting marketing effort Oreo are using. The marketing campaign is also being supported by a seven-week experiential campaign, known as the “Oreo Flavour Mobile”.
The Oreo Flavour Mobile
The “Flavour Mobile was created by Hey Human, and designed to travel across seven different cities and three festivals over the course of almost two months – handing out Oreo-based dessert recipes like “Cool mint Oreo cookie balls”, “Oreo rocky road”, and “Oreo mint tarts”. The flavour mobile is also handing out a range of free samples to happy customers wherever it visits.
According to Oreo, their latest experiential creation has been developed to support an addition to their biscuit flavours based on the success that different options have had in the USA, and the inspirational UK trends that their marketing teams have noticed.
Since they first arrived in the UK – Oreo have been having a huge impact on the way that we know and love cookies. In fact, as well as being worth around £43 million, and growing at a rate of 28.5% per year, Oreo is also regarded as the biggest growth contributor to the sweet biscuit category in the UK.
The experiential marketing solution represents a fantastic opportunity for Oreo, who are still expanding across the UK after initially finding success within a US market. The sampling options offered by the “Oreo Flavour Mobile” campaign, should help to introduce a range of new customers to the flavours that Oreo now provide to their British consumers.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.
