It sounds a bit like a tongue twister, but 'Oreo flavored Coca Cola' and 'Coca Cola flavored Oreo' are really coming.
On August 13th, Coca Cola and Oreo officially announced the formation of a "duo" - announcing the launch of two exclusive limited edition products in September, Oreo Coca Cola Soda Flavored Sandwich Biscuits and Oreo Limited Edition Cola Soda.
This is a global brand marketing campaign. As early as July this year, Australian food blogger Nectorious Papi revealed on his social media account that Coca Cola and Oreo were about to collaborate.
Mondelez China, Coca Cola China
Both brands have officially announced that the two products will be available for sale in grocery stores, convenience stores, and e-commerce platforms in multiple countries including China, the United States, Canada, Mexico, and Brazil starting from September. In the Chinese market, the limited edition Coca Cola Oreo special drink will be available for sale at McDonald's at the end of August.
This is also the first collaboration between Coca Cola and Oreo brands.
The two brands share similarities in many ways. Coca Cola's philosophy is to 'embrace the moment,' while Oreo advocates for 'play together,' "said Oana Vlad, Vice President of Global Brand Strategy at Coca Cola." Our 'new duo' may seem unexpected, but it actually makes sense
It seems that the inspiration for the collaboration between Coca Cola and Oreo is related to the popular "pairing culture" among young people in China today.
Behind the popularity of subculture is a choice made by contemporary young people to actively adapt to social changes. The group loneliness brought about by the fast-paced modern life makes young people tend to form "bonds" with people who share common interests and hobbies. This is a shallow social relationship that can also be seen as a downgrade of intimate relationships, relatively more efficient and diverse.
Co branding common brands with subculture packaging is actually a way of creating communication points using popular concepts.
Mondelez China, Coca Cola China
And the idea for this limited edition Coca Cola collaboration also comes from Coca Cola Creations, a global creative platform that was born in 2022. This platform is a new marketing platform that uses emerging technologies to collaborate with brands, artists, and designers to create joint products and new experiences, in order to reach young consumers. Earlier, the Le Chuang Wu Jie platform also launched the League of Legends co branded Coca Cola, the limited edition product "Star River Walk" inspired by space, and the "Rhythm Block" product inspired by the concept of the metaverse.
Not only Coca Cola is good at creating creativity, but Oreo's strategy of using cookies as a "social currency" through collaborations, limited edition products, and other means has also been skillfully applied in recent years.
Oreo has always been committed to stimulating consumer interest in innovative ways and further enhancing innovation through this collaboration, "said Eugenia Zalis, Vice President of Global Marketing and Brand at Mondeo International.
As early as 2015, Oreo launched a brand new marketing campaign globally, called "Play with Oreo" - as the name suggests, Oreo began completely planning to make you "play it bad".
For example, inviting designers or consumers to customize packaging, challenging various limited "weird flavors", collaborating with brands, chasing hot topics on social networks, and so on.
In China, the gameplay of Oreo is more localized.
For example, Oreo used cookies to assemble a huge Jay Chou classic album cover at a Shanghai subway station; Collaborate with the Forbidden City to launch the "Chinese Six Flavors" series; There are also more limited edition products launched during traditional cultural festivals and seasons, including all white vanilla ice cream flavored cookies in winter and red velvet flavored cookies during the Spring Festival.
This is also a strategy for packaging food and beverage brands to create freshness among young consumer groups.
For these types of brands, the formula and taste of classic products are not easily changed, and it is also difficult for them to achieve frequent updates and iterations of products like current catering brands. Beyond classic products, innovating products within a limited time and scope is not only a way to boost sales, but also a way to accumulate brand assets.