How Coke and Oreo are marketing their new collab

The Coca-Cola-Oreo hookup is a thing. The beverage and snack giants today confirmed that Oreo-inspired Coke and Coke-flavored Oreos that fizz will be available in stores for a limited time beginning in September. Casting themselves as “Besties,” Coke and Oreo said they would support the products with promotions made for friends, including a Spotify experience for two and a “Bestie Mode” merchandise line at Forever21. The announcement was widely anticipated after photos of the products were leaked on social media in July, but neither Coke nor Mondelēz International, parent of the Oreo brand, commented last month on the collaboration. Today they said their plan was about getting in front of one another’s audiences while flexing their respective skills in flavor innovation and marketing. Check out the latest Ad Age events and award programs “Bringing together the playfulness of Oreo and the Real Magic of Coca-Cola is unexpected, but also feels right because our brands are alike in so many ways,” Oana Vlad, global VP of brand strategy at Coca-Cola Co., said in a statement. Coca-Cola Oreo Zero Sugar Limited Edition is the newest product from Coca-Cola Creations, a 2-year-old program meant to win with young fans that markets limited-time flavors through novel partnerships and technologies. The new drink tastes like Coke, but with “flavorful hints inspired by Oreo cookies,” the brand said. It comes in a black Coca-Cola can with an Oreo logo accompanied by a stack of cookies. Also read: 5 ways Coke is using AI to enhance its marketing The Oreo Coca-Cola Sandwich Cookie, meanwhile, features two different “basecakes”—one is a classic chocolate with the Oreo embossed logo and Coca-Cola syrup; the other is a golden cookie dyed red and embossed with Coca-Cola designs. They do more than just sandwich crème, the cookies contain popping candies that bring a “fizz” sensation to every bite. “At Oreo, we strive to identify fresh ways to excite consumers and, with this collaboration, we have truly upped the ante,” said Eugenia Zalis, global head of marketing and brand for Oreo at Mondelēz, in a statement. “The bestie bond forged between Oreo and Coca-Cola is a playful way to unite our fanbases and celebrate the power of connection and togetherness.” The global campaign for the products comes from a combination of Coke and Oreo agencies, including WPP's Open X and EssenceMediacom, as well as AKQA, TMA, VaynerMedia, Ogilvy, Weber Shandwick, Golden UK, Bulletproof, Dentsu, VML and PXP. Bestie Mode Coke and Oreo want fans to team up with their friends to participate in marketing experiences inspired by the “Besties” theme. By scanning a QR code on the products, fans can follow steps to explore “Bestie Mode” and sync up their music preferences with their friends. Spotify Free users will also be invited to access the bestie experience via on-platform promotion. Once connected to a Spotify account, fans will be prompted to answer questions to see how their taste in music stacks up against their friends. A playlist will be generated with combined music preferences for them to enjoy together. In the U.S., a fashion collection with retailer Forever21 will feature a top, socks, tote bag, cosmetics bag, drinkware and notebooks priced under $20. The collection will be available in mid-September at select Forever 21 stores and Forever21.com. The Oreo and Coke products will be available in grocery and convenience stores in participating markets, including the U.S., Canada, China, Mexico, Brazil and elsewhere beginning in September. A frozen variation of Coca-Cola Oreo Limited Edition will also be available at participating McDonald’s and 7-Eleven locations in select markets. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

How Coke and Oreo are marketing their new collab

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