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Twist Open New Oreo Cookie Flavors
By: Jennifer Graber
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Adventurous Oreo cookie lovers — rejoice. Oreo purists should probably just move along. The famous cookie brand is set to add two fun, and interesting, new flavors to the mix. Cookie Dough and Marshmallow Crispy Oreo flavors are slated to debut on grocery store shelves in February. The Cookie Dough and Marshmallow Crispy flavors will join the ranks of tasty delights such as Watermelon, Berry, Chocolate, Peanut Butter, Lemon, Mint, Birthday Cake, and more. The new flavors, like some of the brand’s other unique flavors, only are available for a short time. Think limited edition — a direction Oreo is quite familiar with.
 
To drum up some excitement for the new flavors, the Oreo brand will air a special commercial during the Grammy Awards this upcoming weekend. The commercial broadcast, which will feature the band Tegan and Sara, will reveal a special hashtag. That special hashtag is the key to possibly winning the Cookie Dough and Marshmallow Crispy flavors before the rest of the world can buy them. All you have to do is be on the lookout for the special hashtag, and be among the first to tweet it out, and the new flavors can be yours to brag about.
 
Oreo has a history of reinventing itself. Many times over the brand has concocted new — i.e., brave — flavors. Some of those particularly brave flavors that have graced our presence have been Watermelon, Lemon, Candy Corn, and Strawberry Milkshake, just to name a few. Other times the brand has created classical and delectable flavors such as the White Fudge Covered Oreo. Which, by the way, why is that only available during the holidays?
 
So what’s the deal with the limited-edition flavors that Oreo debuts? Is there any benefit or merit to such a tactic? Seasonal flavors are a great way to drum up end-of-quarter sales. For example, those delicious White Fudge Covered Oreos are a good way to boost sales just before the close of the books at the end of the year — a time where we are all in treat buying mode. But the thing with the fudge-covered cookies is that they come back, year after year. Doing so, with any flavor, could potentially build a cult following that creates revenue boosters that can be counted on. But some of the new flavors appear and then disappear, almost as quickly as they showed up. Why is that? Do the limited-edition flavors not bolster sales in quite the way the brand believed they would? Or is the Oreo brand focusing on developing flavors that are a bit too wild and crazy for consumers?
 
On the one hand, creating and developing unique flavors is giving Oreo an edge. Consumers might be on the lookout for what strange or distinctive flavor the company will put out next. But the brand should consider bringing back some of the strongest sellers amongst the limited flavors, which could spur those aforementioned cult followings. There is no need to discontinue being on the forefront of cookie flavors, but the brand should perhaps combine the two tactics.

Will anyone be trying the new Cookie Dough and Marshmallow Crispy flavor? And do you believe they have any staying power? A scrumptious experiment might just be in the near future for cookie lovers and Oreo loyalists.

   

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About the Author
Jennifer Graber is a Business Development Manager and marketing enthusiast. Her specific interests include branding, consumer behavior, development, integrated marketing communications, and new & social media.
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