Cookie Brands Both Big and Small Nail Marketing Personalization

What follows is a tale of two cookies, aka how to make personalized marketing work for any size brand.

Oreo, the Mondelēz snack you’re 100% supposed to deconstruct before eating, recently began obtaining first-party data through personalization.

• Through OreoID, cookie monsters can now personalize their Oreos online with different frostings, written messages, sprinkles, etc.
• In return, Oreo gets more user data to prepare for when the third party cookie jar is empty.

Funny Face Bakery: Funny Face has found a niche: sending celebrities cookies with their own faces on them.

• While celeb “agents can’t ever guarantee the celeb will post about us, every time we’ve sent them, they’ve posted,” Funny Face Bakery founder Sarah Silverman told Marketing Brew.
• Not just any celebs, either. When Funny Face sent Kris Jenner cookies depicting her grandchildren, not only did she post, but Kim did too.

That’s millions of followers in influencer marketing for the price of a postage stamp, all because of guerrilla personalization.