US: Oreo dunks into the metaverse with Martha Stewart on board - Are audiences big on it?
January 30th, 2023, Lesley Simeon

US: Oreo dunks into the metaverse with Martha Stewart on board - Are audiences big on it?

Oreo is launching a limited-edition cookie, “The Most Oreo Oreo”, with a metaverse activation. Named “Oreoverse”, users can explore the sandwich cookie-themed realm and play a series of games to claim a variety of prizes ranging from gaming consoles and virtual reality headsets, wireless headphones and even a cash prize worth $50,000. Additionally, the cookie-brand has also partnered with celebrity chef, Martha Stewart, who will be taking users on a tour of the ‘Oreoverse’ through livestreams.

What do Oreo’s current customers think of the metaverse?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - Oreo’s consumers are about as likely (48%) than the general US population (46%) to agree that they are “confident they understand what the metaverse is.”

Similarly, they are more likely (41%) than the rest of the Americans (37%) to agree with the statement that “the metaverse is the future of online interaction.”

While 43% of Oreo’s customers agree with the statement that “the metaverse is just a fad”, another 47% agree with the statement that they “are worried about the potential implications of the metaverse.”

Data from Profiles also shows that Gen X make up 36% of Oreo’s current customers who have heard of Martha Stewart. Baby Boomers (30%) and Millennials (29%) follow Gen X respondents. Gen Z customers account for 2% of Oreo’s customers who are aware of Stewart.

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Methodology:YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.  

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Brad West