Give Mom her own Oreo for Mother’s Day.
While brand extensions have faded from grocery shelves in these tough times, Oreos have if anything expanded. When I saw in a foodservice newsletter that they were introducing a Selena Gomez Oreo with horchata-flavored filling, I had to check it out and was off to oreo.com. (Oreos.com is occupied by a squatter and Norton advises us we should not proceed.)
Anonymous shipping box for my special edition Oreos.
It turns out oreo.com, aka Nabisco aka Mondelez which acquired the brand portfolio in recent years, has quite a cottage industry going. There are special edition Oreos for events like graduation in a gift tin that looks, of course, like a giant Oreo. I found myself enraptured by the concept and when I saw that the Mother’s Day Tin (with special icing to tell Mom you love her) is now half off I clicked Add to Cart. I assumed there would be a hefty shipping charge but turns out shipping was free. And just one day later, an anonymous packing box (suggesting this is indeed a small time operation) was on my doorstep.
Impressive Oreo Gift Tin.
The tin is beautiful, metal not plastic and embossed vs printed. The cookies inside are individually wrapped so mom can draw out the pleasure. I like it so much I’m going to order another one, even though it turns out the free shipping was a special offer for this product only; other items have a Fedex charge starting at around $8 for next day delivery (which is why the shipment arrived so quickly.)
Inside the tin, special edition cookies for Mom.
So why is this food for thought? Maybe you’re a marketer, or maybe you just want to see an example of a brand that does a beautiful job of presenting itself and thereby protecting its market position. On the about page we learn almost immediately Oreo has a partnership with “PFLAG, the country’s oldest LGBTQ+ ally organization, to create #ProudParent, a year- long initiative designed to shine a spotlight on the powerful impact love & acceptance can have on LGBTQ+ youth”; no DEI shaming here. There is also a robust foodservice page with influencers who share the ways they are using Mondelez products including Ritz Crackers and Chips Ahoy cookies as well. (Speaking of which, check out the magic that local Chef Brady Duhame was serving up at Sperry’s a couple years back.)
Oreo.com is doing it right, and it doesn’t hurt that I am actually quite fond of these little snacks (as is master kaiseki chef Hiroo Nagahara, whom we met at the Sinter Fancy Food Show last year). Whether you’re a mom, have a mom or just want to be pampered like a mom on Mother’s Day, get one of those Mother’s Day tins before they’re gone.
