Marketing

Oreo x Barefoot Wines is the latest bizarre brand mashup

To cut through the noise, brands are going from “unexpected to ridiculous,” a marketing consultant told us.
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Barefoot Wines

· less than 3 min read

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It’s Friday, so maybe you’ll relax this evening by opening a nice bottle of wine, a Chianti perhaps? Or indulging in a bit of sugar, opening a pack of Oreos instead? Some would say these are the small moments that make the toil of a long day worth the effort.

Others want to create chaos—and those folks probably work for the marketing department at Barefoot Wines.

This week, the wine brand released a collaboration with Oreo Thins, creating a red blend the companies described as having hints of “chocolate and cookies and creme along with notes of oak,” according to USA Today. The wine, which comes with a package of Oreo Thins, went on sale yesterday (and is already sold out).

Because these things tend to happen in threes, it wasn’t the only bizarre collaboration to roll out this week:

+1: And who could forget Van Leeuwen Ice Cream’s Kraft Macaroni & Cheese flavor that set the world abuzz over the summer?

So, what the heck is happening in the collab world? Well, marketers still need to break through, and your average campaign doesn’t always cut it.

“The amount of clutter and noise is so great...nobody shares the ordinary. It’s pushing marketers to go from unexpected to ridiculous,” said Allen Adamson, cofounder of brand and marketing consulting firm Metaforce and an adjunct associate marketing professor at NYU Stern. “The only media that matters is word of mouth…there’s no recipe for that.”

But you can’t hate the brands for trying to find one.—RB

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