Mondelez International’s Oreo has partnered with pop star Lady Gaga to release a line of cookies inspired by her latest album, Chromatica. Available nationwide for a limited time, the vanilla-flavored cookies comprise a pinkish wafer stamped with various embossments inspired by the album and filled with green cream.
The brand leveraged Twitter to build excitement around the launch by engaging consumers with a 24-hour scavenger hunt staged on the platform from Jan. 28-29. Fifty players received autographed packages of the limited-edition cookies. Additionally, a “Sing It With Oreo” instant-win game and sweepstakes will award an assortment of Lady Gaga swag and experiences including a grand-prize trip to attend a concert and meet-and-greet (pending COVID-19 restrictions). Consumers enter by registering on a dedicated website (singitwithoreo.com) from Dec. 15, 2020, to April 30, where they can also record personal, musical messages of kindness to share with loved ones to earn extra entries. Southfield, MI-based Merkle handles both promotions.
The brand is promoting the sweeps on special packaging for its original cookies depicting an Oreo record player design. The packaging, and that of the Lady Gaga-themed cookies, depict QR codes that link to the promotional website.
“Over the past few years, music has become a key element of our purpose to spread more joy and playfulness in the world through partnerships and entertainment properties alike,” said Justin Parnell, senior director of Oreo, in a media release. “Together with Lady Gaga, we cannot wait to unleash her world of Chromatica on our Oreo cookie and encourage fans to spread musical messages of kindness to create a brighter and more connected country.”
As part of the partnership, Mondelez has signed on as an official sponsor of Lady Gaga’s Born This Way Foundation to help its efforts in building a braver and kinder world, and Oreo is activating that sponsorship to run account-specific charitable overlays at multiple retailers.
Walmart received a custom entry website that also lets visitors click a “Help Us Give” button to trigger a $1 donation (up to $50,000) from Oreo to the Born This Way Foundation. The site also hosts "Buy Now" buttons to add the specially packaged SKUs to pickup or delivery orders. A walmart.com home page carousel ad spotted on Feb. 4 linked to the account-specific entry site.
ShopRite is dangling about 12 cents to Price Plus loyalty cardholders who watch a video about the aforementioned sweeps via the retailer's "Downtime Dollars" digital program. After watching the video, shoppers take a questionnaire that spotlights the Born This Way Foundation. An account-specific "Sing It with Oreo" feature within the retailer's Jan. 29/31 circular plugs the cookies and depicts a QR code directing shoppers to the Downtime Dollars microsite within shoprite.com to watch the video and take the questionnaire.
Ahold Delhaize’s Food Lion is offering MVP loyalty cardholders a coupon valid through March 8 for $1 off two family-size Oreo packages. An ad in the grocer’s Feb. 2 email blast to MVP loyalty cardholders employed the “Sing It with Oreo” message and invited shoppers to “Snack and save in perfect harmony” while linking to the coupons page within foodlion.com. A similar full-page feature in Food Lion’s Feb. 3 digital circular additionally highlighted the scannable packaging and sweeps, while linking to the same coupons page.
In stores, the Institute spotted a branded “Sing It with Oreo” floorstand stocking the new Lady Gaga packages as well as the new gluten-free Oreos, which also launched in January 2021, wrapped in white packaging at a Giant-Landover store in Allentown, PA. The floorstand, positioned near the dairy aisle, promoted the national sweeps and employed feel-good messaging like “Speak your heart. Spread kindness” and “Turn your voice into messages of kindness.”
Albertsons Companies is promising to donate 10 cents (up to $10,000) for every Oreo cookie package purchased at its stores from Feb. 2 through March 1 to the Albertsons Foundation “to ensure the beat goes on in local music programs." Albertsons’ Jewel-Osco also emphasized the arrival of the new cookie flavor using a Jan. 28 update posted to Facebook, Twitter and Instagram.
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