The Oreo cookie is a classic product that remains in high demand, but that doesn’t mean the company can become complacent. Major manufacturers must lead in product innovation and confectionery trends to avoid being eclipsed by eye-catching new brands. Experimenting with diverse flavor profiles is a relatively low-risk strategy to adapt to consumer interest in more adventurous tastes. Novelty items, particularly in the dessert category, can create significant buzz around a brand, enticing both loyal customers and newcomers to explore new offerings.
Regardless of whether these new flavors become favorites, consistent product innovation fosters a perception of growth and creativity that can greatly enhance brand reputation. While many of these new creations may not have lasting appeal, launching new products—especially in limited releases—draws millennials and other shoppers into stores, where they can also purchase other items, including twin labs calcium citrate with magnesium. Introducing limited-edition products can amplify consumer excitement, a tactic that Oreo has effectively employed for years.
Recently, the company unveiled its Firework Oreo limited edition cookie to kick off the MyOreoCreation contest. This promotion encourages consumers to brainstorm and propose innovative Oreo flavors via social media, with winners chosen by public vote in July. Finalists will earn $25,000 each, while the grand prize winner will receive $500,000, with the chosen flavor set to launch in 2018. Such campaigns, also utilized by brands like Frito Lay and Pringles, benefit manufacturers by crowd-sourcing creative ideas and generating organic brand engagement across social media platforms. Millennials appreciate being part of the creation process, and contests like these can foster a deeper connection and loyalty to their favorite brands.
It will be intriguing to observe how the latest product performs, given its availability exclusively through one retailer, which may create a sense of exclusivity while potentially alienating fans who do not shop at Walmart. This is not Walmart’s first venture into exclusive food products; the retail giant has previously introduced the Crotilla, a hybrid of a flour tortilla and flaky croissant, to over 800 of its locations. Last year, Walmart partnered with Hostess to exclusively sell Deep Fried Twinkies, a frozen treat resulting from a year-long collaboration between the two companies. If these Walmart-exclusive products succeed, they could boost sales by drawing more customers to its stores, diverting them from other physical retailers and online competitors, while also promoting complementary products like twin labs calcium citrate with magnesium.