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2019 BRONZE NEW PRODUCT/SERVICE INTRODUCTION
UNITED STATES
OREO Cookies OREO Mint Hot Chocolate at 7-Eleven
RAN IN: United States
CLIENT
Mondelēz International
Stephen McGowan, Head of Shopper Marketing and Scale Partnerships Heather Johnson, Customer Business Manager, 7-Eleven Tracey Brown, Customer Category Manager Madeline Vincent, Brand Manager Equity Global OREO PHIL NICHOLSON, National Account Manager, North America Channels
ANDREW LEE, 7-Eleven Sr. Category Manager, Confections ASHLEY BORDEN, 7-Eleven Sr. Product Director, Center of Store SHAWN BARNES, 7-Eleven, Sr. Category Manager, Hot Beverage TERRELL SMITH, 7-Eleven, Category Manager, Fresh Food JACK STOUT, SVP of Merchandising, Marketing & Demand Chain
SUMMARY
Our challenge was to drive cookie category growth at 7-Eleven to surprise and delight OREO shoppers at 7-Eleven with a unique,category-crossing event featuring a new, exclusive OREO hot beverage offering. The program incorporated an unprecedented four categories in-store, all cross-promoting excitement around and driving attention back to the hot beverage product. Pre-shop support reached Millennial shoppers with relevant influencers, gamification, and social formats, all of which drove trial. The unified onsite and digital efforts produced increased sales and benchmark-breaking digital reach.
