Oreo is tapping into mixtape nosalgia and the surprise resurgence of cassettes during the pandemic with a new packaging activation.
Agency Digitas is behind the Mondelez cookie brand's new promotional campaign called "Press Play to Win." Consumers are encouraged to scan their Oreo pack with their smartpone to access a digital experience that allows them to share a selection of mixtapes online with friends. They're also entered for prizes which include an Oreo-filled cassette player, as well as headphones, speakers and a music festival experience.
Oreo says the aim of the activation is to play on the nostalgia surrounding mixtapes for millennials and bring some analog fun to music sharing in the digital world. "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," said Rafael Espesani, senior brand manager, Oreo U.K. & Ireland at Mondelez International, in a statement.
“We’ve created a connected experience that spans the physical and the digital, tapping into millennial nostalgia with seamless technology and an engaging experience," added Lazaros Nikiforidis, executive creative director at Digitas. "There is no greater expression of playful music sharing than the crafting of a mixtape: from the hand-picked songs to the dedications and the stickers, the process of making a mixtape and sharing it with a loved one is personal for millennials."
The work is running in the U.K., Ireland, Denmark, Sweden, Finland and Norway. The activation runs to the end of September in the Nordic markets. In the U.K. and Ireland, it's live until the end of October.