The campaign promoting the introduction of the new croissant focuses on a perverse question: “Is it Oreo with 7Days on the outside or 7Days with Oreo on the inside?” As part of this concept, the boundaries between two well-known brands are intentionally blurred, arousing the recipient’s curiosity about what is most important in this duo. Is it the well-known 7Days croissant with an unusual filling, or maybe the iconic Oreo cookie in a completely new, soft version? It is this ambiguity that forms the foundation of the campaign’s activities.
The combination of 7Days and Oreo is a meeting of two iconic brands, which naturally arouses great interest and arouses great curiosity. Our concept is based on an intriguing ambiguity – we do not provide a ready answer as to who inspired whom here. When reaching for this unique duo, we want fans of both brands to decide for themselves whether they are discovering the 7Days croissant again or whether they are trying an unobvious version of the Oreo cookie – says Kamila Olszewska, Junior Brand Manager Pastry of the 7Days brand at Mondelez Polska.
What distinguishes the new product is its unique structure. Consumers looking for “something more” than the classic taste will find a vanilla-flavored filling enriched with pieces of Oreo cookies. This play of textures – the softness of the croissant dough and the crunchiness of the cookie pieces – fits into the global multisensory trend, where what matters is not only the taste, but also the sensations resulting from, for example, the appearance or texture of the product.
Two weights – different occasions, the same intensity
The product debuted in two variants, tailored to different consumer needs. The 60 g format appeared only in the Biedronka chain of stores, while the larger 98 g weight is available in wider distribution.
