Recently, OREO launched a bold and mysterious marketing campaign that captured attention not just in Spain, but across several countries worldwide. The iconic Mondel?z International brand shocked its loyal audience with a message that suggested it was bidding farewell. In Spain, the phrase “Adiós España. Nos parte el corazón, pero tu OREO de siempre se despide” appeared across the nation, sparking concern, confusion, and curiosity among fans.
However, after ten days of building anticipation, the mystery was revealed to be a product update: OREO announced a new recipe with more cacao and a redesigned packaging. While some welcomed the new taste experience, others were left feeling underwhelmed, having expected something far more significant. This global campaign offers valuable lessons on managing consumer expectations.
Creating Too Much Hype Can Backfire
The initial messaging suggested something far more dramatic than a recipe change. By alluding to a possible “goodbye,” OREO created enormous anticipation. Consumers expected something groundbreaking—perhaps an entirely new product line or a significant shift in the brand. Instead, the reveal of a higher cacao content, while a positive change, felt anticlimactic for many, considering the magnitude of the build-up. The mismatch between the hype and the outcome led to some disappointment.
Managing Expectations with Clearer Messaging
While curiosity and speculation can drive engagement, it’s crucial to manage expectations realistically. OREO’s campaign created an air of mystery that allowed the imagination of consumers to run wild. When the reveal was “just” a new recipe, some felt that the campaign didn’t live up to the promise implied by its initial emotional messaging. Brands need to find the balance between building excitement and delivering on that excitement with meaningful developments.
A Global Campaign with Local Impact
Although the campaign received significant attention in Spain, it was part of a larger, global strategy. OREO’s cryptic “farewell” messages appeared in multiple countries, generating widespread discussion on social media and beyond. This global approach helped amplify the campaign’s reach, turning it into a worldwide event. However, the level of expectation was similarly high across markets, and the feedback was consistent: many consumers felt the reveal didn’t quite justify the campaign’s dramatic build-up.
The Risk of Overpromising and Under-delivering
The ten-day gap between the initial message and the final reveal added to the intrigue, but also allowed expectations to grow. OREO’s marketing team successfully sustained attention over a prolonged period, but in doing so, they risked—and ultimately experienced—the negative effects of overpromising. Consumers expected a more significant change than a recipe tweak and packaging update, which led to mixed reactions once the full details were disclosed.
Maintaining Brand Loyalty with Product Innovation
Despite the mixed reception of the campaign, OREO’s strategy did succeed in keeping the brand in the spotlight. The introduction of a recipe with more cacao and refreshed packaging still reinforces OREO’s commitment to evolving and improving its product offering. For many loyal customers, this will be a welcome change. However, the lesson for future campaigns is clear: the magnitude of the message should match the magnitude of the product innovation.
In other words…
OREO’s global marketing campaign offers a clear example of the risks and rewards of building massive anticipation. While the brand succeeded in capturing widespread attention and creating conversations around the world, the eventual reveal left some consumers underwhelmed. The lesson here is not to shy away from bold marketing tactics but to ensure that the final outcome aligns with the expectations set.
Brands can learn from this experience: hype and curiosity are powerful tools, but they must be balanced with a deliverable that feels worthy of the excitement generated. OREO’s campaign will likely still drive sales and engagement, but managing expectations more carefully could have resulted in an even stronger positive response.
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