Dive Brief:
- Residents of the 50 smallest towns in America are getting a tiny gift from Mondelez International in their mailboxes -- a little box of Oreo Mini cookies.
- The mailings are part of a marketing campaign aimed at boosting awareness of the smaller version of Mondelez' best-known brand.
- The campaign was created by advertising firm Weber Shandwick, which also sent "mini" press releases and a magnifying glass by which to read them to some journalists.
Dive Insight:
Isn't this just the cutest thing ever?
No?
OK, sure, the teeny tiny packages of cookies in the mail aren't quite as cute as the teeny tiny pandas that were born in China this week. But still...knowing consumers' penchant for all things cute and tiny, Mondelez may have created the second cutest thing ever.