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Diving certificate:
- Coca-Cola and Oreo are collaborating on two limited edition products representing both brands: an Oreo Coca-Cola Sandwich Cookie and a Coca-Cola Oreo Zero Sugar drink.
- Half of the cookie is made up of the classic chocolate “base cake” found in a traditional Oreo, but this version also contains Coca-Cola syrup. The second half is a red-colored base cake embossed with Coca-Cola’s signature lettering. The two base cakes are filled with the white cream embedded in Crackers that produce a “hissing” sound. The Zero Sugar Drink contains the Coca-Cola flavor with “aromatic notes inspired by Oreo cookies.”
- The Oreo Coca-Cola Sandwich Cookie and Coca-Cola Oreo Zero Sugar offerings will be available in grocery and convenience stores, including the U.S., starting in September. A frozen version of Coca-Cola Oreo will also be sold at McDonald’s and 7-Eleven in select markets.
Diving insight:
Few billion-dollar brands are as popular around the world as Mondelēz International’s Coca-Cola and Oreo. As consumers seek new and original offerings, the products are banking on their broad appeal to collectively generate even greater excitement.
With shelves full of cookie and beverage offerings, and consumers strapped for cash due to inflation, they’re spending less in-store. An innovation that combines Coca-Cola and Oreo could help get customers to spontaneously add one of these products to their carts.
The limited-time products are based on strategies that Coca-Cola and Oreo have already pursued. In recent years Mondelēz has introduced dozens of special edition Oreo flavors, including Jelly DonutWatermelon and birthday cake to attract people to the brand who are curious about the new items.
Coca-Cola has taken a similar path with its Creations platform. Coca-Cola launched the initiative in 2022 to target younger consumers. Creations does not promote or reveal a flavor profile like cola, cherry or vanilla, but rather a mood or experience. The extensions have proven successful in attracting consumers to the original Coca-Cola brand.
So far, the company has launched 11 limited-time items, including Coca-Cola Starlight, Coca-Cola Byte, Coca-Cola Dreamworld and Coca-Cola Wozzaah.
The new products from Oreo and Coca-Cola obviously benefit from the fact that both brands have been sold for over 100 years and are known to consumers around the world. The campaign, which promotes the connection between the two products, is all about joining together as best friends or “besties” by using the best qualities of the two products to make them even better together.
“At OREO, we strive to find new ways to delight consumers, and with this collaboration we’ve really upped the ante,” said Eugenia Zalis, global marketing and brand leader for Oreo at Mondelēz, in a statement.
The new cookie and drink will also have an extensive marketing campaign with digital and physical experiences to strengthen connections between friends.
Best friends can use Spotify, where they are asked questions to see how their music taste compares to their best friend’s. A playlist of combined music preferences is created for each person to enjoy together. Coca-Cola and Oreo are also launching a “Bestie Mode” merchandise line with fashion retailer Forever21, which includes socks, tote bags, drinkware and notebooks. The merchandise will be available in the U.S.
