To accumulate first-party data, food and beverage brands try out sales tricks


Pokémon Oreos, Limited Edition Sour Patch Kids, Heinz Halloween Outfits, and McDonald’s BTS Meal.

As brands capitalize on e-commerce and digital data, there has recently been a noticeable increase in their efforts to acquire first-party ecom data by rocking custom or limited edition products.

Savvy kids can even call them thirsty, even if they enter their details to download the McDonald’s app and access exclusive meals from rapper Travis Scott and Korean boy group BTS.

What these efforts have in common is that they come from brands that historically haven’t had direct customer relationships, but spend a lot on advertising.

Big food and drink brands understand the power of celebrities and gadgets to sell products. With first party data being a priority at the CMO level, these briefs now appear to demand that marketing initiatives should not only sell products, but acquire customer data.

The name of the game these days for world-class GICs is… data gadgets.

Yum yum business data

Mondelez was a pioneer in the data collation market. A year ago, the company launched “Oreo iD,” an online service that allows users to create cookies and personalized Oreo designs. It lives up to its name, as Oreo iD is Mondelez’s first product line that requires customers to submit first-party identity data in order to purchase.

Recently, Mondelez relied on external marketing partners to access first party data. The company’s Pokémon Oreos, which from September through October were exclusively available to order online and are also now available in Walmart stores, were the best-selling Oreo edition of all time, CEO Dirk Van said of Put to investors this week.

Sour Patch Kids, another brand of Mondelez, also launched a ‘Make My Mix’ online ordering option so fans can create custom packs of their favorite assortment of sour candies. In July, Sour Patch Kids worked with Twitch streamer TimTheTatman on a co-branded custom mix that was only available online.

“This program will continue to develop Sour Patch Kids’ data-driven marketing approach by strengthening CRM efforts through product purchasing. [and] create remarketing opportunities with interested consumers, ”Mili Ladhha, international associate director of marketing for Mondelez candy brands, told AdExchanger.

Pepsi has become a mega-gimmick with the 2019 launch of PepCoin, a digital rewards program wrapped in a crypto brand. It’s basically a QR code on Pepsi drinks and Doritos-Lays snacks that offers 10% discounts if customers create an account and link an online wallet like Venmo or PayPal.

And then there’s that abomination: Tropicana brand toothpaste that doesn’t clash with the flavor of orange juice after brushing your teeth. The Pepsi-backed juice brand (Pepsi created Tropicana as a joint venture this year, although it still owns 40% of the business) delivers the toothpaste to fans who follow the brand’s account and submit their contact details to participate at a raffle. This is what Tropicana can come closest to first-party data acquisition, as it only sells juice in stores.

It’s the season

No, not Christmas. Halloween is the season for CPG data gimmicks.

Heinz sold a limited edition of “Tomato Blood” (that is, normal ketchup) and Halloween costume kits for people to dress up as fake brides, mad scientists, and pirates, among others. options.

Budweiser and other AB InBev brands are opportunistically embarking on PR movements that contribute to low cost ecom sales. When Home Depot’s giant skeleton decorations became a big meme last year, AB InBev quickly released costumes specifically designed to fit the skeleton.

This year, AB InBev made full lines of beer branded costumes for people, dogs, and of course the same giant skeletons.

AB InBev BEES ‘B2B and beverage ordering app (How stores or places replenish beer) is the backbone of its first party data. But Doukerkis told investors that the “one-stop-home experience” of ordering derivatives and other products from his online store has generated more than $ 100 million for the company so far this year.

The QSR game

It’s not just snack and beverage brands in the data gadget arena.

QSR brands have started offering menu items or exclusive products if customers order by app (i.e. with first party data attached).

McDonald’s struck a co-marketing deal late last year with rapper Travis Scott, which included a pre-set special meal as well as a huge range of merchandise.

The Golden Arches followed this year with a similar limited-edition meal and merchandise partnership with Korean boy group BTS. To purchase, customers had to use the app.

Burger King has introduced special meal partnerships with Larissa Machado, Cornell Haynes (you know him as Nelly) and Chase Hudson (ahem, Lil Huddy for youngsters). BK is offering an additional discount to customers who download the app or sign up for its loyalty program to make the purchase.

Not to be outdone, Popeyes announced last month a deal with rapper Megan Thee Stallion for a series of merchandise – fried chicken t-shirts, bikini, and plush toys are among the first items available – as well as a limited edition hot sauce.

Unsurprisingly, Popeyes customers get special deals and cash back rewards when they purchase Megan Thee Stallion co-branded menu items online or in the app.

Data-poor marketers are clearly doing their best to grow their data assets and take control of the ordering experience. The real test is yet to come: turning that first-party dataset of a gadget into a dataset that can power their brands in a world where identity matters more than ever.



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