I have already spoken to you on some occasions about the power of the WoW Effect, but another example is on the agenda, this time, about OREO cookies.
Earlier this week, the main Spanish cities were plastered with a campaign by the American brand produced by Nabisco, which featured messages such as “Goodbye Barcelona, your OREO is saying goodbye”; the claim was accompanied by an image of the iconic cookie split in two, as if the heart of the brand was breaking.
Although it seems that on October 10th we will be able to find out what is really going on with the cookies, everything indicates that it will be very similar to the campaign it orchestrated in the UK, where it announced the reduction of sugar in its composition, as well as the increase in cocoa in it.
Without a doubt, the campaign meets the main characteristics that a campaign with WoW Effect should have :
Mystery: Actions may have a “suspense” element that invites the potential consumer to continue discovering the outcome. Mystery arouses the public’s interest. There is no doubt that OREO cookies have managed to make the campaign have that uncertainty that people “cannot stand”…
Creativity: getting out of the ordinary, instilling india telegram data values of originality in the strategy in question. This can be achieved not only with a different product, but by playing with the environment, the way it is displayed, the packaging... In this case, with a design as I mentioned above, with the cookie split in two, like when a heart is broken.
Emotionality: Emotionality sells; if we resort to emotionality, we must dress the situation with human elements that help generate feeling. The claim “your old OREO says goodbye” invites this.
Humor: It has been proven that situations that generate a smile are more memorable and talked about. The “WoW Effect” with touches of humor can be a good tool to generate well-being in the target audience. People are waiting, but it is directly causing “funny” because of the impact it is having.
Surprise: This characteristic is essential, as it could be said that it is what gives the effect its name. Any action that generates surprise is more viral, and, since it is something out of the ordinary, it will imply a greater cognitive memory. Brands do not usually announce that they are supposedly closing, leaving a country, stopping producing their products “x”, etc.