The concept was well-received in China, where it had its 2017
debut on Alibaba. Now it's available in the U.S. for the first
time, in a $19.99 gift pack (sold only on Amazon through a third
party) that comes in a tin with White Fudge Oreos, regular Oreos
and Oreo Thins.
The limited-edition (actual number undisclosed) music box will
be promoted with digital, social and TV support.
It will also appear in the Lifetime movie "A Twist of
Christmas," which debuts Dec. 1. In the movie, there's kind of a
live demo of the music box in a store, even though it's only
"Given the occasion and given the price point, the e-commerce
channel definitely makes a ton of sense here," says Hull.
There were discussions with retailers about in-store executions,
but given the price and where people are browsing for holiday gifts
it made sense to stick with e-commerce, she says.
It's the kind of unique product that may help Oreo's parent,
Mondelez International, hit its e-commerce target. In 2015,
Mondelez said it aimed to have $1 billion in revenue from
e-commerce by 2020, up from less than $100 million at that
"These occasions that people are seeking out specifically online
is a major part of delivering that goal," says Hull, who declined
to say how far along Mondelez is at reaching the $1 billion
Prior efforts in the U.S. included packs or Oreos people could
color in 2015 and a dedicated site in a 2016 pilot that let people
send tins of White Fudge Oreos to others by entering an email
address or mobile number.
As for the songs on the music box, none of them will be top 40
hits any time soon. But they might sound familiar to Oreo's biggest
fans, as they're snippets of music from some past ads in its
Agencies on the project include VaynerMedia, Spark,
Agency and Weber Shandwick.
Video production: Megan Graham, Max