7-Eleven, Oreo Make Hot Chocolate
Mondelez International is giving 7-Eleven an exclusive launch window for a new Oreo SKU and integrating the brand into the retailer's prepared food and beverage offerings.
For the rest of 2017, 7-Eleven stores will exclusively stock single-serve packs of Oreo mint creme cookies. The retailer will also offer:
- hot chocolate made with Oreo cookie pieces and mint flavoring.
- chocolate cake doughnuts made with Oreo cookie pieces and topped with vanilla creme icing similar to the filling in Oreo cookies.
In stores, account-specific floorstands merchandising Oreo mint creme cookies — as well as king-size packs of Oreo's new mint chocolate candy bars — spotlight the hot chocolate beverage with an "all three mint to be" message. A promotional page and carousel ad on 7-eleven.com, Nov. 1 Facebook and Twitter updates from 7-Eleven, and a Nov. 6 Facebook update from Oreo supported.
The retailer and brand also are staging an exclusive "Oreo Hot Chocolate Dunk-O" instant-win game and sweepstakes. Running Nov. 6 through Dec. 31, the game awards 10 first-prize $25 store gift cards. Consumers enter via oreo711dunko.com by attempting to dunk an Oreo cookie in a 7-Eleven hot beverage. Game participants are automatically entered into the sweeps, which awards 10 high-definition TVs. HelloWorld, Pleasant Ridge, MI, administers.
Hot chocolate and cappuccino beverages are popular with 7‑Eleven customers, making up about a third of hot beverage sales, according to the retailer. 7-Eleven's senior category manager Shawn Barnes thinks the retailer’s exclusive "on-trend" flavors are one of the reasons why they're so popular.
“Our customer research indicated that mint chocolate was a wanted winter flavor,” Barnes said in a media release announcing the exclusive Oreo mint hot chocolate beverage. “So we worked with our supplier to make sure we were the only ones to have one of the most-recognized brands in our mint hot chocolate.”
7-Eleven also teamed with Oreo in 2015 to roll out the first Oreo hot chocolate and had an exclusive on the product for six months.