- In this article: outside-the-box collab that tests new audiences
(image: screenshot)
Raise your glass in a toast to edible and potable collabs that drive attention and sales! Because here’s one wine that was able to garner so much attention that it sold out in just over a day!
We’re talking about the Barefoot Wine X OREO collab, where the beverage brand produced a wine to pair with OREO’s THINS cookies.
You heard us.
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Sure, cookies should go with milk, that’s the classic pairing. But there is something slightly juvenile about that combination. And, considering that the marketing for OREO THINS targets adult snackers, it made sense to think about what alternative beverage would highlight that grown-up aspiration.
That likely was the thinking behind the wine-and-cookies collaboration – “WINE’S FAVORITE COOKIE™. Like the other somewhat surprising combinations described in Food Collabs Designed to Get Your Attention, this one resonated with customers who were more than happy to fork over $24.99 for two bottles of the very limited edition OREO THINS Red Blend and one package of the cookies themselves.
The collaborative package went on sale on the Barefoot Wines site on December 9. By December 10, it had already sold out.
We love this kind of moves because they also create that false sense of scarcity, along with getting some “earned” attention from media or on social media. This one here, though, comes with a twist, as it opens OREOs to a non-typical audience. Which makes it also a kind of a test.
Be sure that collecting the right first- and zero-party data about the customers who bought the wine-and-cookies bundle should then be used to develop a new customer segment for both brands, run look-alike analysis, and use it to nurture new audiences and even attracting new ones. No marketing maneuver is complete without that kind of data play on top of it. And, you really don’t have to be as big as OREO to pull off similar collabs, even on smaller scales.