Objectives

For more than 100 years people have loved the creme inside an Oreo cookie and fans repeatedly ask for more, leading to new product introductions like Double Stuf, Mega Stuf and, most recently, The Most Stuf. With nearly four times the creme, the 2019 limited edition release of The Most Stuf was one of Oreo’s most successful limited editions ever. It sold out in record time, leaving consumers wanting more. To build on the momentum of the 2019 launch, Mondelēz International requested a display for use in national grocery chains.

In 2020, Oreo's objective was to delight fans by bringing The Most Stuf back. The display also added fuel to the creme social media debate with an in-store display that pushed consumers online to vote and forever put to rest the dispute over which level of creme is the best.

The display needed to clearly leverage key distinctive assets of the Oreo brand, including the iconic blue color, while specifically celebrating Oreo creme with all its wonderful variety. In addition, the display needed to drive people to participate in the digital debate, as well as enter the $100,000 giveaway to vote for their favorite Stuf. Additionally, any display design would need to meet Mondelēz’ sustainability goals and be 100% sustainably sourced and 100% recyclable.

The target consumers included Millennial moms and Oreo lovers of all ages who wanted to voice their opinion on which level of Stuf is truly the best.
 

How were the objectives met?

Returning to stores for a limited time only, The Most Stuf anchored a 360-degree program creating excitement and engagement around the love of Oreo creme and its unparalleled variety. Activity centered on more than 15,000 POS units well-placed in grocery and mass retailers nationally. A rich consumer promotion, robust social/digital support and in-person experiential activation created multiple connection points with consumers.

Sales numbers back up the program success with Q1 ‘20 Oreo consumption up 13.1% compared to the previous year (Nielsen AOD xAOC +C). Campaign performance highlights include more than 338 million paid media impressions along with 7.2 million earned media impressions and more than 1.3 million votes during the What’s Your Stuf promotional window.

Location: Neenah, WI, USA

Submitter: Menasha

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