The Shoppe - Lady Gaga Oreos, Alcohol Delivery & More
Welcome back to The Shoppe! This week we’re talking about Drizly’s advertising value, Oreo’s collaboration with Lady Gaga, simplicity in advertising and more. Make sure you subscribe so you can be notified every time we post.
Inspired by her latest album, Lady Gaga has partnered with Mondelez International’s Oreo on a limited edition line of cookies. Decked out in pink packaging, the first celebrity Oreo features green icing and various Chromatica related embossments in each cookie. As part of the collaboration, Mondelez is now an official sponsor of Gaga’s Born This Way Foundation, focusing on spreading kindness and assisting the mental health and wellbeing of young adults. Celebrating the release, Oreo launched a digital scavenger hunt, encouraging fans to respond to a variety of tweets for a chance to win signed cookie packages from Gaga herself. They also launched the “Sing It With Oreo” sweepstakes, giving fans a chance to win Lady Gaga merchandise and a trip to attend a concert and meet and greet, by sending their loved ones personalized, uplifting “OREOgrams.” Open from December 15, 2020 to April 30, 2021, fans can enter at singitwithoreo.com.
Following the full review of current media practices, and a continued decline in profit and revenue as a product of COVID-19, Coca-Cola has shared their plan to implement a new marketing strategy. In an effort to drive greater efficiency across advertising spend, like many other brands, Coke will be adopting a more digital focused approach. Through always-on, data driven campaigns, Coca-Cola will be investing more in digital marketing initiatives to better reach their most profitable markets. In combination with brand extensions, new product launches and the consolidation of third-party agencies, the company hopes to optimize not only their budget, but their ability to adapt to the ever changing needs and preferences of the consumer. It will be interesting to see how these changes affect the advertising efforts we see in the coming months.
As food and alcohol delivery services become more and more prominent, advertising opportunities within the front running apps are becoming more attractive. Major brands like Guinness, Babe Wine, Cutwater and more, are beginning to turn to alcohol delivery apps like Drizly to reach digital consumers. With the expansive shutdowns and stay at home orders of COVID-19, Drizly and many other e-commerce based businesses have seen massive success. Inspired by this success, advertisers are turning to companies like Drizly and the digital marketing space as a whole, to maximize awareness and drive online sales. With the convenience and ease of alcohol delivery, brands expect the hype around alcohol delivery apps to continue despite the potential of returning to normal life. We can expect to continue to see growth in digital spend among major food and beverage companies, as the preference for online shopping persists.
Drawing on the popular company slogan, “have a break, have a Kit Kat,” Kit Kat has shared its simplest ad yet. Highlighting the everyday experience of life during a pandemic, the image depicts a daily schedule of Zoom calls, with time blocked off for Kit Kat consumption. Created by Sam Hennig of One Minute Briefs, the ad has sparked a conversation surrounding the appreciation of relatability and simplicity in advertisements. While Kit Kat’s Zoom ad isn’t the first to tap into the relatability of remote work, it effectively delivers the brand’s widely recognized message in a unique, straightforward way, while perfectly illustrating the reality many of us are facing.
View the advertisement here.
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