Oreo is counting on limited-edition cookies like its Coca-Cola flavor to drive new customers to the snack aisle.
Oreo sees limited-edition products as a way to expand beyond its usual customer base. In fact, 28% of people who buy limited-edition Oreos don’t buy regular Oreos, Rachel Lawson, director of shopper marketing at Mondelēz International, Oreo’s parent company, told Modern Retail. What’s more, between 15% and 17% of people who bought Oreo’s Space Dunk edition at grocery stores in February hadn’t purchased an Oreo at those locations in more than two years.
Limited-edition Oreos are a key part of the brand’s customer acquisition strategy, as well as its sales playbook. Though Oreo sells more regular Oreos than limited-edition Oreos, it sees a jump in demand for its core flavors when it has a splashy new SKU. “In a way, limited edition is an opportunity to remind shoppers about Oreo in general,” Lawson said. “The limited edition is a stopping power, but the intention is for you to buy an Oreo.”
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