Oreo is leaning on the equity of a retail brand many people likely assumed dead with a Cakesters takeover at the last remaining Blockbuster location. While the video-rental store — once the dominant player in its category — famously went bust amid the rise of streamers like Netflix, it has become an enduring cultural touchstone, cropping up in media like “Captain Marvel” as a signifier for all things ’90s and aughts.
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Discussion Questions:
- What are industry trends?
- Why do brands monitor industry trends?
- How might this marketing initiative from Oreo that leans on nostalgia to connect with consumers represent an example of an industry trend?
- Why do you think nostalgia helps brands to connect with consumers?
- What are “Cakesters” and why do you think Oreo discontinued the product more than a decade ago?
- Why do you think the brand chose to bring the product back?
- Why do you think just one Blockbuster store still exists?
- Why did Oreo partner with Blockbuster for this promotion?
- What do you think Oreo hopes to accomplish with this promotion?
