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)
Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.
- To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”
Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.
- To see this content for any Region, use the “Content Filter”.
