Oreo is tapping Millennial nostalgia with connected cookie packs for crafting mixtapes. As part of its “Stay Playful” campaign, Oreo’s new packs let customers in the U.K., Ireland, and the Nordics scan the brand’s logo with their smartphones to gain access to a digital experience that includes sharing online mixtapes with friends. Customers can also win prizes, including a cookie-filled replica cassette player, headphones, speakers, and a festival trip. Launching merch has been trending for food and bev brands for some time, and has been especially successful among young consumers who are embracing kitsch and bringing fandom to the food world. Meanwhile, Gen Z and Millennials are waxing nostalgia for their childhoods, and brands that have tapped their love of all things ‘90s and ‘00s have found favor with these past-dwelling generations. (Adweek)
