MUSE Silver

United States

2022

Oreo ID: Oreo By You

Entrant Company

BORN Group

Category

Website

Client's Name

Oreo

Sub-Category

Consumer Product / Services

Founded in 1912, OREO is an iconic brand found in homes across the globe. The brand has many enthusiasts who span generations and pass the memories from one to the next. Available in over 100 countries and managed by Mondelez International in the United States, OREO encourages its customers to find meaningful connections and to “Stay Playful”. OREO needed to completely revamp its website, looking to combine the iconic brand story with an easy-to-personalize experience to allows users to create unique gifts. Prior to BORN’s digital overhaul, OREO had two sites – one for its brand, and one specifically for eCommerce. We sought to capture both aspects of these sites into one new digital flagship experience while deploying a personalization tool via OREO customization to attract new customers to the site. The renowned cookie brand sought a strategic partner that could execute a complete 360° digital transformation spanning an eCommerce selection and implementation, unique personalization tools fit for their product along with complimentary content and UX. All in all, they strived to create a disruptor that would encourage their loyal consumers to complete their purchases directly online as opposed to in-store. Traditionally, many CPG products are purchased in-store or within mass-retailer marketplaces online. OREO sought to redefine this structure by offering consumers an accessible and distinct way to interact with their brand that would encourage retention and loyalty. Totally Oreo: The fully customized flow begins with the selection of a creme color, then fudge, then sprinkles, then finally an uploaded photo and text, all while giving users the ability to see the changes made in real-time with a visual rendering. Customize Each Step: The new site features a bold and interactive design and UX that serves true to OREO’s motto, ‘Stay playful.’ Personalization plays a key role in this project with the OREOiD capability, powered by Doogma, that allows customers to create custom cookies, party favors, gifts, and more. Launched within a 4-month discovery-to-launch timeline, BORN was able to deliver an eCommerce implementation powered by Magento, an integrated CRM tool, along with a full site redesign and unique features.

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