Like the CIA of processed sugar... The six-person team that comes up with limited-edition Oreo flavors has top secret security clearance (at its parent company, snack legend Mondelez International). The team is so secretive, that Mondelez refuses to even say what it's called.
- Their job: Flavor innovation. Since 2012, they've launched 65 Oreo flavors including: Jelly Donut, Waffle & Syrup, Crispy Tiramisu, Pina Colada, and in China... Hot Wings.
- Their mission: Excite love for the 108-year-old Oreo. A Wasabi Oreo might not be your go-to, but it's provocative – it gets the people going.
The proof is in the (double) stuffing... The not-so-secret goal of Oreo's secret flavor team: drive shoppers back to the plain old Oreo (aka: milk's favorite cookie). Niche flavors and tweet-worthy collabs are meant to help people rediscover the OG favorite. And the strategy seems to be working:
- Sales of specialty Oreos have jumped more than 12% over the last three years. During that same time, sales of classic Oreos soared over 22%.
- ~15% to 20% of Oreo sales came from shoppers who were new to the brand, according to estimates from Mondelez's CEO.
It's the LVH effect... The Limited Viral Hook. When Mondelez launched limited-time only Supreme Oreos, Supreme fans bit (Supreme logo = automatically cool). Next up: salmon-colored, green-stuffed Oreos in honor of Lady Gaga's new album. Oreo uses brands, people, and flavors to generate buzz and expand its appeal beyond the usual customers — then it hooks you with the OG profit puppies. Dunkin' and Starbucks also use the LVH strategy with their color-changing seasonal drink monstrosities, while Crocs does it with J. Bieber clogs.