Cracking the Oreo Code: The Secret Strategy Behind Limited-Edition Flavors

Believe it or not, this is a highly calculated tactic by Oreo and they're not the only ones. Here's the story of the brand strategy that Oreo doesn't want you to know about.

?? At their NYC headquarters, Oreo employs a hidden team of about half a dozen people responsible for developing new flavors of limited-edition Oreos. Since 2012, they have launched over 70 different specialty flavors including Pi?a Colada Oreo Thins, Peeps Oreos, and churro-flavored "Mystery Oreos."

?? Ever wonder who's buying all those obscure, limited-edition flavors? Turns out, a lot of people. Between 2017 and 2020, sales of limited-edition Oreos grew by 12%. But, Oreo is playing a much bigger game.

?? The purpose of a Mississippi Mud Pie Oreo is not to drive sales but to inspire curiosity and create a spectacle. When people go to the store to try the newest limited-edition flavors, they'll usually pick up a package of the originals, too.

?? The novelty of an exotic flavor excites people. At the same time, the unique flavor reminds people of how much they love the original. During that same three-year period between 2017-2020, sales of classic Oreos increased by 22%! It's a common practice within the food and beverage industry.

?? Coca-Cola has remained largely unchanged since its inception in 1892. So why do they keep releasing new flavors? It's an identical strategy to Oreo's. The novel gets your attention, and the century-old brand reminds you of the familiar.

?? The key is striking that perfect balance between FOMO and nostalgia. The "limited edition" product creates FOMO, and the strength of the brand creates nostalgia that brings you back to the classics.

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