Effie Awards Category Context
An OREO hot chocolate innovation at 7-Eleven integrated the brand into a hot beverage, one of the top two key-drivers for in-store visits. The program also incorporated an unprecedented four categories in-store, all cross-promoting excitement around and driving attention back to the hot beverage product. Pre-shop support reached Millennial shoppers with a relevant influencer, gamification, and social formats, all of which drove trial. The unified onsite and digital efforts produced increased sales and benchmark-breaking digital reach.
State of the Marketplace & Brand's Business
OREO. It's the #1 cookie brand in the world, including at 7-Eleven. However, in 2017 business was getting a little stale for OREO. 7-Elevens OREO brand consumption was down -11%, while 7-Elevens cookie category was growing +2.5%. At the same time, Mondelez International was expanding the OREO brand with a new line of chocolate bars in the highly competitive chocolate category and had high expectations for the launch and the entire OREO franchise at 7-Eleven.