Oreo is gearing up for its 110th anniversary with a new flavor and sweepstakes celebration, but not before it takes a moment to enjoy a little blast from the past.
In celebration of Oreo’s Cakesters returning to store shelves earlier this month, the brand has aligned itself with a relic of the past: the last remaining Blockbuster in the United States.
Earlier this month, Oreo constructed a co-branded exterior sign that declared “It’s 2007 all over again” outside the video rental store in Bend, Oregon. The sign also tied the two brands’ product names together. Inside the store, Oreo displayed Cakesters]themed movie posters and free product samples in VHS-inspired packaging.
The promo is meant to herald the return of Oreo Cakesters in select retailers throughout the country. The soft-baked take on the classic Oreo cookie was introduced in 2007; it was discontinued five years later.
“OREO loyalists have been asking and waiting patiently for OREO Cakesters to return and we’re thrilled to celebrate this epic comeback!” said Justin Parnell, vice president of marketing, OREO, in a statement. “We hope the Blockbuster takeover will playfully bring store-goers back to 2007, when Cakesters first launched, and the soft-baked snacks became a fan-favorite.”
Meanwhile, the venerable brand is gearing up for its 110th anniversary this March with a new flavor, Chocolate Confetti Cake. The special edition cookie will feature rainbow sprinkles both in and on the cookie. The cookie will also feature the traditional vanilla creme as well as an additional chocolate cake layer.
The birthday celebration will also include a new commercial, scheduled to break in late January. The television spot uses a series of montages to tell the store of a grandmother who dedicates her birthday wish to her grandaughter. The message of the spot is to never stop wishing.
The brand will continue the “wishes granted” theme with a national sweepstakes in which ocnumers can enter to win prizes including a baking class with Dominique Ansel or a basketball experience with AT&T Slam Dunk champion Dwight Howard.
“For over a century, Oreo has brought fun, playful experiences to fans and we will continue to do just that as we celebrate our 110th birthday,” said Sydney Kranzmann, Oreo U.S. brand manager, in a statement. “Our celebration is inspired by the magical birthday moment that spans generations and cultures…when you close your eyes, blow out the candles, and make a wish. We are so excited to celebrate 110 years of Milk’s Favorite Cookie by encouraging fans to embrace this birthday magic no matter their age and to never stop wishing – we’ll even be granting some fan wishes through our special sweepstakes prizes!”
However, one person’s wish who may or may not be granted is pop icone Dionne Warwick. Last December, Dionne Warwick used her Twitter account to implore the brand to stick to its original flavors. In response, Oreo allegedly sent the 81-year-old singer a package of Java chip flavored cookies and a tin of lip balm in the shape of an Oreo. Warwick said she would be “retaliating” at a later date.
