Packaged food brands take a chance when they put a new product in stores. After selling the retailer on viability, there are shelving fees to pay. Not to mention, the failure rate is high. Fortunately for Mondelēz, its flagship treat Oreo—widely reported as the world’s bestselling cookie brand—largely avoids these risks. But the food behemoth is rolling the dice with its latest promotion, launching today (Aug. 13). Oreo is asking consumers to vote on three speculative flavors—banana pudding, deep-fried cookies, and chicken and waffles—and has promised to stock the winner in stores next year. “We haven't planned which flavor we're going to launch," Oreo marketing director Sally Barton told ADWEEK. "We are going to wait and hear what fans tell us.” By effectively putting consumers “in the driver’s seat for real-world business decisions,” per a press release, Oreo’s marketing department is relinquishing a degree of control in exchange for getting shoppers more engaged with the brand. Polls open on Aug. 17, alongside a presale of the new flavors via Oreo's Twist, Lick, Vote page. Both are open to all, though members of Oreo’s Dunk Club get an early tip on the presale. The cookies will hit retail stores nationwide on the Aug. 24. The winning variety will be announced on Oct. 13 and available in stores in 2027, while supplies last.  FOMO marketing The basic Oreo sandwich cookie has gone unchanged since 1912, so turning heads with short-term flavors for the cream filling is a familiar marketing play.  A recent academic study found that limited-time offers reliably boost impulse purchases by triggering FOMO in consumers. In view of some of Oreo's past offerings—watermelon, key lime pie, candy corn—chicken and waffles may not be as far-fetched as it sounds at first. But even if consumers don’t like a given flavor, the chance to vote it down is still likely a win for Oreo. Voting establishes a dialogue with the consuming public that “builds connection,” Barton said, and “keeps the brand relevant.”