OREO: Supercharging Sales With A Playful Connected Experience
The Challenge
Young millennials and millennial parents are a key focus audience for Mondelez. Following a successful partnership with Lady Gaga and an equity campaign featuring a train station busker, we wanted to create a music themed activation that would resonate particularly with millennials to build affinity and ultimately, drive sales.
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The Solution
Letting go to music is the ultimate expression of universal playfulness. And there is no greater expression of playful music sharing than the crafting of a mixtape. We played on the nostalgia surrounding mixtapes for our millennial target audience, to bring playful, tasty yet analogue fun to music sharing in the digital world.
We created an online/offline connected packaging experience that celebrates the nostalgia and joy in sharing music. A connected packaging experience, Press Play to Win, an integrated digital and AI activation, turning OREO cookie packs into devices for crafting the perfect mixtape. With every OREO pack bought in-store, consumers use AI technology to scan the OREO logo and gain access to a digital experience that includes sharing online ‘mixtapes’ with friends, as well as creating physical mixtapes with printed Spotify codes, filled with lovely cookies and packaged in a cassette-player pack. The activation plays on the nostalgia surrounding mixtapes for millennials, and bring some playful, tasty yet analogue fun to music sharing in the digital world.
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Impact
We saw 5% total growth YOY with +16% in sales in our biggest retailer and 200,000 product scans in just 3 months.
We are so happy to bring the ‘Press Play to Win’ activation to life across the UK and the Nordics. Pressing play on a mixtape has been part of culture for as long as we can all remember, and bringing that bang up to date in a playful way that is relevant for consumers – and, of course, OREO – is just great.
Rafael Espesani, Senior Brand Manager