Mondelēz and Coca-Cola Collaboration Taps QR Codes and Spotify Personalization
Mondelēz International, via its Oreo brand, and The Coca-Cola Company have teamed up for a new marketing activation incorporating QR code technology and Spotify personalization.
The “besties” limited-edition products bring together the brands through digital and physical experiences tied to two new product launches:
- Oreo Coca-Cola Sandwich Cookie: Chocolate basecakes paired with a Coca-Cola taste and edible red glitter.
- Coca-Cola Oreo Zero Sugar: A beverage with a Coca-Cola taste with flavor hints of Oreo cookies.
The new product packaging will include a QR code that consumers can scan to unlock “Bestie Mode” and sync up music preferences with their friends through a new Spotify platform. Once they connect to their account, consumers can answer questions to see how their music tastes compared to their friends. Spotify then generates a playlist with their combined music preferences.
The activation will also include dedicated merchandise such as tops, socks, a tote bag, a cosmetics bag, drinkware, and notebooks. The limited-edition products, including a frozen variation of Coca-Cola Oreo, will be available in select McDonald’s and 7-Eleven, with merchandise at select Forever 21 stores and online.
Oana Vlad, global VP of brand strategy at The Coca-Cola Company, said the collaboration will bring together the brands to create unexpected moments of connection.
“At Oreo, we strive to identify fresh ways to excite consumers and, with this collaboration, we have truly upped the ante,” said Eugenia Zalis, global head of marketing and brand for Oreo, Mondelēz International, in a statement. “The bestie bond forged between Oreo and Coca-Cola is a playful way to unite our fanbases and celebrate the power of connection and togetherness.”
