Two of the world’s most famous food and drink brands, Coca-Cola and OREO, have teamed up as besties and launched a campaign and two products together – their first, obviously, for both. The limited-edition products are the OREO Coca-Cola Sandwich Cookie and Coca-Cola OREO Zero Sugar Limited Edition. The new besties products and campaign aim to bring friends together to celebrate their friendship.
Besties often become a combination of their very best traits, making each other even better together, which is something that this new partnership brings to life. The new launches will be available for a limited time only and will offer unique experiences that celebrate the magic of teaming up with a bestie.
“Coca-Cola Creations is all about infusing the iconic Coca-Cola brand with new expressions of creativity, allowing Australian and New Zealand fans to experience the Real Magic of Coca-Cola,” stated Kate Miller, senior marketing director at Coca-Cola South Pacific. “Coca-Cola OREO Zero Sugar Limited Edition perfectly aligns with this, tapping into emerging technologies, collaborating with brands, artists and designers to create new flavours, designs and unexpected experiences.”
“At OREO, we pride ourselves on taking our customers on a delightful journey by bringing innovation and playfulness into our delicious cookies,” added Ben Wicks, vice president marketing – Australia New Zealand. “We are excited to unveil our latest innovation, OREO Coca-Cola Sandwich Cookie, which is the result of an exciting collaboration that pushes the boundaries of flavour innovation to captivate consumers’ taste buds and imagination.”
The digital campaign for the collab invites Australian and New Zealand fans to activate their own Bestie Mode. Created in partnership with Spotify, the OREO and Coca-Cola brands are unveiling the Bestie Mode Digital Experience, an exclusive platform and first-of-its-kind musical experience designed for besties to merge music tastes and enjoy together. By scanning Coca-Cola and the OREObrand products, fans can follow the steps to explore Bestie Mode and sync up music preferences with their bestie. 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 with questions to see how their taste in music stacks up against their bestie’s. A playlist will be generated with combined music preferences for besties to enjoy together.
The OREO Coca-Cola Sandwich Cookie and Coca-Cola OREO Zero Sugar Limited Edition will be available in Australia from September 9 and in New Zealand from this September across major and independent retailers. The frozen variation of Coca-Cola OREO Limited Edition will be available in Australia at participating Macca’s restaurants nationwide and via the MyMacca’s app later this year, for a limited time only.
In the US, the two besties are also launching a Bestie Mode merchandise line with fashion retailer, Forever21. The collection features an apparel top, socks, tote bag, cosmetics bag, drinkware, and notebooks with retail prices under US$20. The collection will be available mid-September at select Forever 21 stores and Forever21.com.
The global campaign was created by WPP Open X and OREO brand agency partners.
Agency Credits: AKQA, TMA, EssenceMediacom, VaynerMedia, Ogilvy, Weber Shandwick, Golden UK, Bulletproof, Dentsu, VML, and PXP.
