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Sensor Tower · Sensor Tower · November 2024
Retail Media Monthly: Coca-Cola & Oreo, the Unexpected Besties
What happens when two iconic brands team up for an unexpected product launch? Discover how Coca-Cola Zero Sugar and Oreo’s limited-time collaboration created buzz on retail media networks and beyond.
A “Besties” Campaign Celebrated the Perfect Pairing of Coca-Cola & Oreo
In September, a limited-time collaboration brought together two iconic brands in an unexpected pairing of cookies and drinks. To promote the September release, Coca-Cola and Oreo executed a robust retail media campaign, generating 75M impressions across 8 different retail media networks. A “Besties” theme formed the foundation of the launch, with creative messaging that was highly consistent across all retailers and channels.
Coca-Cola & Oreo Leveraged a Diverse Mix of RMNs, Led by Walmart
To maximize their retail media visibility for the special release, Coca-Cola and Oreo tapped into a mix of big-box stores, grocery chains, and drugstores. Walmart played a lead role in the launch effort, accounting for 69% of total retail media impressions. In fact, on Walmart’s RMN, Coca-Cola and Oreo were the top two Food & Beverage advertisers in September.
TikTok Took Center Stage at Walmart, While Facebook Led Elsewhere
On Retail Media, the “Besties” campaign was supported across four different channels: TikTok, Instagram, Facebook, and Display. While TikTok was the leading channel at Walmart, Facebook led the way at most other retailers. At Walgreens and Meijer, OnSite Display ads tempted shoppers close to the point of purchase.
An Omnichannel Strategy Extended “Besties” Beyond Retail Media
Outside of Retail Media, Coca-Cola & Oreo also invested in a broader omnichannel strategy, including advertising on 8 different media channels. Retail Media was the third largest channel within their overall media mix. The overarching “Besties” theme carried through all touchpoints, with custom activations like a collaborative “Bestie Mode” playlist on Spotify and a chance to win a free trip to London “for you and your bestie.”
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