What kind of Oreo eater are you? Do you love the stuffing most,scraping it off with your teeth and casting the chocolate cookieaside? Or do you need to keep the flavors together and dunk thewhole thing in milk to get the most enjoyment? Or are you one ofthose who finds the filling just a side note, focused more on thecookie crunch? Mondelez, the company that owns the Oreo brand, isdetermined to find out, by running a vast integrated marketingcampaign designed to get consumers to vote for their favorite styleof the popular treat, across a variety of channels. To get thingsstarted, it initiated a sweepstakes contest, for a $100,000 prize(as well as smaller prizes, like gift certificates and Oreo-brandedgear), which people can enter by voting online. The ballot offersfive stuffing choices, ranging from Thins and Originals to Double,Mega, and Most Stuf versions. At the same time as the contest runs,branded videos on TikTok, the relatively recent and increasinglypopular video-sharing site, promote Oreo as a fun and tasty option.Users can vote on this platform too, by including a branded hashtagin their short shared videos. Although these elements of thecampaign are specific to the ongoing debate about how much stuffingis the right amount, they are not the first integrated marketingefforts Oreo has adopted recently. For example, in a partnershipwith Dunkin’, it created Oreo flavors for donuts and coffees soldin stores. It also gives Alexa owners an option to ask the digitalassistant for updates about when new and seasonal cookie flavorswill be available. Thus, even though Oreo remains—after 107 yearsof existence—the top-selling cookie brand, it also is determined toensure its relevance and appeal to younger consumers. Notably, anestimated 70 percent of TikTok users are between the ages of 13 and24 years, making it a highly effective channel for reaching youngbuyers, whether they love the creamy filling or prefer theircookies crumbly.
Case Questions: Q4. Is TikTok an effective marketing channel?Why or why not?
Q5. What other sorts of information can Mondelez gather fromconsumers’ votes for their favorite style of Oreo?
Subject Marketing
