Effie Case Study: Oreo Walmart World Record Dunk
Manufacturer: Mondelez International
Lead Agency: Geometry Global
2018 Shopper Marketing Effie Award: Omni-Channel Shopper Experience (Bronze)
With a brand and product as established as the Oreo cookie, it takes a really great idea to generate product growth at Walmart nationwide by 13% and increase the cookie category by 26%. Mondelez hit those numbers with its Oreo Walmart World Record Dunk program, an effort that set out to prove the brand could rekindle some shopper love for Oreo cookies.
The program simply got cookies into shoppers’ hands, reigniting that experience of dunking a cookie into milk. As Mondelez found doing shopper insights work, Oreos need to be experienced, taken off the shelf, tasted, shared with friends and dunked to feel that true love. It’s not something easily transcendent in the aisle, but a world record event proved to be a way to spread the joy.
Choosing the busiest day of the year for Walmart, Mondelez gathered people to set the Guinness World Record for the “Longest Cookie Dunking Relay” held by Walmart and Oreo. The elements for the campaign included pre-shop and in-store to support the event.
The elements included radio spots during peak drive times, social media posts driving people to the event, community influencers posting about the event and banner ads. All of those worked pre-shop while in-store displays, Walmart TV, additional signage, the sampling event and dunk-practice events worked at retail. Walmart’s own “Walmart One” blog discussed the event post-shop.
Beyond the sales increases that included an 86% sales lift in Oreo cookies at the world record store (No. 5299) during the three weeks of the event vs. the prior eight weeks, the program did successfully bring shoppers together and bonded them over a love of Oreos and helped bring new excitement to an already established brand.