Mondelez WTR is aiming to strengthen the biscuit category offer with the launch of popular choc-chip cookie brand Chips Ahoy! and two new Oreo products.
Chips Ahoy!, said to be the world’s bestselling choc-chip cookie brand, is making its travel retail debut with two items exclusive to the channel. Described as a “perfect sharing option”, the Chips Ahoy! 240g pouch is filled with six 40g mini packs, while the Chips Ahoy! Tin 200g contains five 40g packs. Positioned as a value-for-money gifting item, the tin features the brand’s “˜Cookie Guy’ character and can be reused. The launch of Chips Ahoy! in pack formats which mirror existing Oreo designs will enable cross-branded activations and combined promotions, said Mondelez.
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New to Mondelez’s biscuit offer are the Chips Ahoy! pouch and Oreo White Chocolate Gift |
Mondelez WTR Manager Category Marketing Nicole Hatt commented: “Given the success of Oreo in travel retail, the timing is now perfect to strengthen our offer in biscuits and build the category with a second global brand. By leveraging Chips Ahoy!’s popularity in a number of major markets and by opening up this fun, playful brand to new consumers in travel retail, we feel the incremental growth opportunity is significant. We will be working with our retail partners to ensure strong support for this launch, maximising the synergies between these two complementary brands to create compelling promotional offers.”
Building on Oreo’s success in travel retail, two new channel exclusive products will be introduced for 2015/16.
Oreo Messages 440g, an XXL size box filled with Oreo Original, features four designs with personal messages such as “˜I Love You’, “˜Thank You’, “˜You Are My Cookie’ and “˜You Are The Best’. The launch will be supported by a promotional concept aimed at triggering multiple purchases.
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Say it with biscuits: the 440g Oreo Messages boxes come in four designs |
A line extension of Oreo’s bestselling Milk Chocolate Gift, Oreo White Chocolate Gift 328g features Oreo Original cookies smothered in white chocolate, presented in a travel pack. Winter themed POS decorations and promotional concepts will highlight the product’s white colour.
Hatt said: “Having built the Oreo brand in travel retail over the last few years we have a strong understanding of the need-states the brand satisfies and the formats which clearly appeal to consumers in our channel. These two new products leverage the playful Oreo brand equity to emotionalise the category, increase variety and reward Oreo fans. Combined with strong in-store support as well as cross-branding opportunities with Chips Ahoy!, we’re confident these innovations will allow us to drive a new wave of growth in the biscuit category.”
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The playful Chips Ahoy! cookie character features on the pouch and tin |
