PPB March 2021

azure1 / emka74 / Fischer Fotostudio / HomeStudio / Nandang Hidayat / Shutterstock.com TECH TALK Oreo Creates Custom Cookie Program The all-time favorite cookie company launches a user-friendly program allowing consumers to personalize the look of their cookies. If there’s anything the promotional products industry knows about best, it’s that people love receiving products, especially when they’re customized. With a growing customization boom and consumers’ brand expectations growing right alongside it, many companies are experimenting with new ways of giving customers what they’re looking for. Recently, one of these brands was Mondeléz-owned Oreo, which launched its OREOiD program, allowing consumers to order personalized Oreo cookies to promote their business, celebrate upcoming events, distribute in gift bags or as thank-you items, or to purchase “just because.” Using the OREOiD platform accessible via oreo.com/oreoid-1 , consumers can navigate a user-friendly program that invites them to select from one of eight crème colors (red, orange, yellow, green, blue, pink, purple and white), and to use up to eight different sprinkles colors, choose from vanilla or chocolate fudge dip, and upload a photo or image and add text to their cookies. The program also offers a crème color-only option, permitting users to exclusively change the color of the cookie crème. Sold in packs of two, eight or 24 with a 20-piece minimum order quantity, the program offers a way for consumers to add a personalized touch to everyday causes and celebrations. The OREOiD program was launched for the 2020 holiday season, but is expected to remain active for the foreseeable future. Although OREOiD’s program lacks the expertise and guidance of working with a distributor partner, it indicates a continued movement toward and demand to create personalization options for consumers. The folks behind Oreo knew there’s a big difference between bringing a pack of Oreos to a graduation party and bringing a pack of Oreos featuring the school colors and an image of the graduate, and wanted its product to be front and center during these extra special occasions. So far, many other brands have created their own renditions of the Oreo, with Red Box, Dippin’ Dots and Wheat Thins among those that shared images of their custom Oreo cookies via Twitter. Creation of the OREOiD program was also said to be in line with the brand’s Stay Playful campaign, created to encourage human connection and memory-making during a time when it’s needed most. BRANDABLE Burger King Rebrands, Reflects Commitment To Quality The fast-food eatery gets a brighter, more colorful look and a minimalist logo reminiscent of its early days. There’s no better time for an image refresh than after the start of a new year—especially if you’re an international brand, and even more so if it’s after a major pandemic. Immediately following the start of 2021, Burger King announced its first major rebrand in 20 years, which includes a simplified, retro-inspired logo, warm-toned packaging, playful branding and refreshed uniforms. The fast-food chain, which describes its rebrand in a press release as “Mouthwatering, Big & Bold, Playfully Irrelevant and Proudly True,” is dialing back the clock and drawing inspiration from nostalgia with “new” branding reminiscent of its look during the ’70s, ’80s and ’90s. Branding has already been updated in all U.S. and UK stores, and over the next few years, the Home of the Whopper aims to update all its restaurants worldwide. | MARCH 2021 | 67 THINK