Oreo hypes Post Malone cookie drop with new Snapchat ad format

Oreo is selling its cookie collaboration with Put up Malone via a Snapchat marketing campaign launching Wednesday (Feb. 5) that takes benefit of a brand new in-chat advert format, Advertising and marketing Dive can solely share. The Mondelez Worldwide model is the primary within the snack class to benefit from Sponsored Snap, an advert product that enables advertisers to ship full-screen vertical movies instantly into customers’ chat inboxes, probably the most continuously seen elements of the app identified for its ephemeral messaging.

Within the video adverts, Put up Malone is seen scouring an alien panorama the place mountainous Oreos function an ore-like pure useful resource. The rapper-singer mines the rugged terrain for uncooked materials and forges his haul into the best cookie, with customized Oreo x Put up branding including a remaining flourish. The artist’s 2016 hit single “Congratulations” serves because the soundtrack to the star-led artistic, which was developed by Dentsu.

The Sponsored Snap advert features a hyperlink to study extra in regards to the product and make a purchase order via Oreo’s web site. Put up Malone Oreo Cookies, which characteristic a swirled salted caramel and shortbread flavored creme sandwiched in between an Oreo chocolate and golden wafer, hit retailer cabinets on Feb. 3 and are a part of the CPG marketer’s give attention to limited-time variants that cater to completely different fan teams and extra adventurous tastes. The music-inspired cookies are available 9 distinct designs, with embossed particulars reminiscent of a pickup truck, butterfly and flaming guitar referencing Put up Malone’s catalog, together with guitar pick-laden packaging. 

Snapchat could possibly be a powerful medium to succeed in Put up Malone listeners, as 79% of surveyed app customers cite music as a ardour level, per inside knowledge from mother or father Snap Inc. Tapping into messaging inboxes via Sponsored Snap gives a direct method for advertisers to succeed in Snapchat’s 453 million every day energetic customers, although one that might additionally come off as invasive if not executed properly. The advert format is visually distinct from common Snaps and comes with no push notification. If left unviewed, Sponsored Snaps are deleted from the inbox. 

“Messaging is on the coronary heart of how our group connects with each other, and Sponsored Snaps are a strong device for manufacturers to interact with our giant and passionate viewers,” stated Jason Poinsette, Snap’s U.S. head of meals and beverage, in a press assertion. “This collaboration with Oreo and Put up Malone is an ideal instance of how we are able to convey creativity and cultural moments collectively to succeed in Snapchatters the place they like to be — connecting with their mates via Chat.”

Rounding out the funnel

Sponsored Snaps are a part of Snapchat’s efforts to supply advertisers extra full-funnel promoting choices, together with these that may drive conversions. The format, which entered testing in October, has beforehand been utilized by leisure entrepreneurs reminiscent of Disney and Common Photos to help ticket gross sales for film releases like “Depraved.” 

In venturing into the CPG class, Snapchat might place itself in opposition to channels like retail media which might be securing excessive ranges of funding in making an attempt to wed model messaging nearer to the purpose of sale. In This fall 2024, Sponsored Snaps delivered greater than 50 million impressions on common in to U.S. Snapchat customers 18 and older. Taken along with Promoted Placements, one other advert product introduced across the identical time, Sponsored Snaps created a 30% improve in attain, on common, for advertisers within the U.S.

“For snack manufacturers like Oreo, the main focus of Sponsored Snaps is to assist advertisers obtain excessive and broad attain within the Chat inbox via an revolutionary format that additionally drives consideration and conversions with the CTA hyperlink within the Snap,” stated Poinsette in emailed feedback.

“Within the long-term, we’re uniquely positioned to evolve the Chat inbox into a strong device to drive additional engagement and utility for advertisers,” added Poinsette.

One among Snapchat’s benefits is its youth-skewing, pop culture-savvy viewers. Youngsters and younger adults are notably keen on direct messaging with household and shut mates, in accordance with analysis on the Nationwide Opinion Analysis Middle College of Chicago commissioned by the social media platform.

Snap’s advert income elevated 14% 12 months over 12 months to $1.56 billion in This fall 2024, on the higher finish of the corporate’s steering, whereas energetic advertisers greater than doubled over the end-of-year interval that features the vacations. Direct Response advert income noticed a 14% year-over-year improve in This fall and ended up being probably the most vital driver of advert income progress throughout the complete 12 months, in accordance with an earnings assertion from Snap. 

Different latest Oreo collaborations embody a buzzed-about one with Coca-Cola final 12 months that noticed the gentle drink marketer drop a soda flavored just like the cookie in variety. Oreo has performed a key function in mother or father Mondelez’s greater give attention to direct-to-consumer gross sales channels, which the Snapchat marketing campaign might additional enhance via its commerce part.