Oreo plans to add resources to appeal to youth

As co-branded marketing continues to thrive in both Chinese and global markets, Oreo, a popular snack brand, plans to allocate more resources to appeal to young consumers, staying aligned with the fast-changing consumer trends in China, according to a statement released by its parent company Mondelez International Inc, the United States-based multinational corporation.

Oreo and Coca-Cola announced in mid-August that they have created two exclusive and limited-edition products – the Oreo-Coca-Cola sandwich cookie and Coca-Cola-Oreo zero sugar drink limited editions.

They will be available in local grocery stores and convenience stores in participating markets, including the US, Canada, China, Mexico and Brazil, this month, said the statement.

Inspired by the "besties" culture around the world, the two brands have launched these creative products for a limited time and are promoting several distinctive digital and physical experiences.

The company said it introduced a limited-edition Oreo flavor inspired by the "besties" concept through collaboration, aiming to embody the seamless connection between partners. This is not only a "partner" in product innovation but also a partnership in brand creativity.

Oreo's latest creation, the Oreo-Coca-Cola sandwich cookie, represents its ongoing commitment to pushing the boundaries of flavor innovation. Through collaborations and by leveraging new technologies, the Oreo brand aims to continue offering experiences that resonate with its fans, according to the statement.

It has also designed a range of consumer activities, including offline pop-up spaces, online live broadcasts, and interactions based on WeChat mini-programs, providing consumers with a comprehensive "bestie" experience.

This collaboration highlights a rising trend in the food and beverage industry, where iconic brands partner to attract new consumers and broaden their market presence, said Guo Xin, a marketing professor at Beijing Technology and Business University.

Fueled by China's consumption upgrade, global food and beverage companies are increasingly focusing on creative ideas and social media marketing, as these platforms are becoming vital marketing channels, said Guo.