Pokémon Oreos, limited edition Sour Patch Kids, Heinz Halloween outfits and McDonalds BTS meals.
As brand names go all-in on ecommerce and digital information, theres been a notable recent uptick in their efforts to obtain first-party ecom information by hanging individualized or limited-edition products.
Smart kids might even call them thirsty, even as they enter their contact information to download the McDonalds app to get to unique meals from rapper Travis Scott and Korean boy band BTS.
What these efforts share are they originate from brand names that have not traditionally had direct relationships with clients, but invest big on advertising.
Big food and drink brand names understand the power of celebrity and gimmick to offer product. With first-party information a CMO-level concern, these briefs now seem to mandate that marketing intiatives must not simply offer item, however acquire client data.
The name of the game nowadays for world-class CPGs is … data tricks.
Yum yum commerce dataMondelez has been an early mover in the data trick snack market. A year back, the company released “Oreo iD,” an online service for people to produce custom Oreo designs and cookies. Its appropriately named, since Oreo iD is Mondelezs very first line of product that needs consumers to send first-party identity information to acquire.
Recently, Mondelez has actually piggybacked on outside marketing partners as a way into first-party data. The businesss Pokémon Oreos, which from September to October were solely readily available to buy online and are also now at Walmart locations, were the fastest-selling Oreo edition ever, CEO Dirk Van de Put told financiers this week.
Sour Patch Kids, another Mondelez brand name, similarly launched a “Make My Mix” online ordering alternative so fans can produce customized packs of their preferred assortment of sour gummies. In July, Sour Patch Kids dealt with Twitch streamer TimTheTatman on a customized co-branded mix that was just available online.
” This program will continue to build the Sour Patch Kids data-driven marketing technique by developing CRM efforts through product purchases [and] creating opportunities to remarket to interested customers,” Mili Ladhha, worldwide associate director of marketing for Mondelez sweet brand names, told AdExchanger at the time.
Pepsi went mega-gimmick with the 2019 launch of PepCoin, a digital benefits program wrapped in crypto branding. Essentially, its a QR code on Pepsi beverages and Doritos-Lays treats that provides 10% discounts if consumers set up an account and connect an online wallet like Venmo or PayPal.
Theres this abomination: Tropicana-branded tooth paste that does not clash with the taste of orange juice after brushing your teeth. The Pepsi-backed juice brand (Pepsi spun off Tropicana as a joint venture this year, though it still owns 40% of the organization) is providing the tooth paste to fans who follow the brand account and submit their contact info to sign up with a raffle. Thats the closest Tropicana can pertain to first-party data acquisition, since it only sells juice in shops.
Yum yum commerce dataMondelez has actually been an early mover in the data gimmick treat market. A year earlier, the business introduced “Oreo iD,” an online service for individuals to produce custom Oreo cookies and styles. Its appropriately named, since Oreo iD is Mondelezs first product line that requires consumers to send first-party identity information to purchase.
The Pepsi-backed juice brand name (Pepsi spun off Tropicana as a joint endeavor this year, though it still owns 40% of the organization) is delivering the tooth paste to fans who follow the brand name account and send their contact information to sign up with a raffle. Thats the closest Tropicana can come to first-party data acquisition, given that it only offers juice in shops.
Tis the season
No, not Christmas. Halloween is the season of CPG data gimmicks.
Heinz sold out a limited edition of “Tomato Blood” (i.e. normal ketchup) and Halloween outfit packages for people to dress up as fake-bloody brides, mad scientists and pirates, to name a few choices.
Budweiser and other AB InBev brand names opportunistically get on whatever PR bandwagons help with low-hanging ecom sales. When Home Depots giant skeleton designs ended up being a huge meme last year, AB InBev quickly introduced costumes particularly developed to fit the skeleton.
This year, AB InBev produced complete lines of beer-branded costumes for individuals, canines and, naturally, the very same huge skeletons.
AB InBevs B2B and beverage ordering app BEES (how venues or stores restock beer) is the backbone of its first-party data. However Doukerkis told investors that the “distinct at-home experience” of buying merch and other items from its e-store has actually produced more than $100 million for the business up until now this year.
The QSR play
It isnt just snack and drink brand names in the data trick arena.
If customers order by app (aka with first-party data attached), QSR brand names have taken to using exclusive menu items or merch.
McDonalds had a smash struck co-marketing deal late in 2015 with the rap artist Travis Scott, that included a special pre-set meal as well as an extensive line of merch.
The golden arches followed up this year with a comparable limited-edition meal-and-merch collaboration with the Korean young boy band BTS. To purchase, consumers required to utilize the app.
Hamburger King presented unique meal partnerships with Larissa Machado, Cornell Haynes (you understand him as Nelly) and Chase Hudson (ahem, Lil Huddy to the youngs). BK is offering an additional discount for clients who download the app or register to its commitment program to make the purchase.
Not to be overlooked of the pattern, last month Popeyes revealed an offer with the rap artist Megan Thee Stallion for a series of merchandise drops– t-shirts, a bikini and fried chicken luxurious toys are among the first products offered– along with a limited-edition hot sauce.
Unsurprisingly, Popeyes clients get special deals and money back when they purchase Megan Thee Stallion co-branded menu products online or in the app.
Data-poor marketers are clearly doing their best to develop up their information assets and wrest control of the buying experience on their own. The true test is yet to come– turning that first-party data play from a trick to an information set that can power their brands in a world where identity matters more than ever.