The Power of Co-Branding and Limited-Edition Products

Above, a co-branded food product that just appeared today on supermarket shelves: Limited Edition Peeps Oreo cookies.

Peeps has its own loyal customer base (including 327k Facebook fans) and Oreo has its own loyal customer base (with 42 million-plus Facebook fans).

Combine two powerful brands, add the "buy now" incentive of a limited-edition product with a holiday connection, and you have an end-cap seasonal item that attracts attention from shoppers and the media.

And of course Oreo has created a hashtag for this limited-edition product, to fuel word of mouth: #OreOMG.

Marketing Oreo's 100th Birthday

Millions of people are helping Oreo celebrate its 100th birthday through videos, Facebook (28 million "likes"), Pinterest, and YouTube (5 million views).

Every day for 100 days, Oreo has been posting a new image or ad as part of its "Daily Twist" campaign in print and social media.

The finale is next Tuesday (October 1), when that day's ad will be revealed in New York City's Times Square, based on customers' ideas and submissions.

Some of the Oreo promotions in this centenary year are taking the iconic cookie in distinctly different directions from its chocolate roots.

As an example, the new seasonal Halloween-themed version exclusive to Target stores, with "candy corn" flavor and icing, has received mixed reviews.

Still, this unusual twist on the traditional cookie is keeping the Oreo name in the spotlight and headlines! Happy birthday, Oreo.

Marketing Oreos in China

Last week, National Public Radio aired a fascinating story about marketing Oreos in China. The cookie had to be reformulated for Chinese tastes, which Kraft did a few years ago by reducing the sugar content, with globalization expert Sanjay Khosla leading the way. Kraft also had to reduce the size of packages so it could reduce the price.

"Twist, lick, and dunk" may be a traditional U.S. Oreo consumption ritual, but it doesn't come naturally in China, where milk and cookies are an acquired taste. Now Kraft has rethought the shape and size of Oreos, as well, coming up with new versions that appeal to local tastes. Thanks to glocalization, the Oreo is now the best-selling cookie in China.