Content360 2023
After Lady Gaga, Oreo teams up with BLACKPINK for new inspired cookies

After Lady Gaga, Oreo teams up with BLACKPINK for new inspired cookies

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Oreo, the well-known cookie by Mondelēz International, has teamed up with South Korean mega girl group BLACKPINK for a ground-breaking OREO x BLACKPINK collaboration. Fans of the iconic Oreo sandwich cookie and fans of BLACKPINK (BLINKs) can look forward to bespoke products and a slate of activities and engagements across platforms in Indonesia, Philippines, Thailand, Malaysia, Singapore, Vietnam and South Korea in 2023. 

The OREO x BLACKPINK collaboration will be rolled out across key markets in successive waves and will feature two distinctively BLACKPINK-inspired variants. These products will hit the shelves of major retailers and eCommerce channels from early 2023, for a limited time only. Given its combined fanbase, OREO x BLACKPINK is set to join the collaboration hall of fame. OREO x BLACKPINK is exclusively for Asian markets.

“We are thrilled to announce the biggest partnership of Oreo and BLACKPINK in Asia. Music is a key passion point and a great platform to spark playful connections with our consumers. Over the last decade, we have seen the enormous rise of Kpop and its far reaching influence on Asian culture,” said Vikram Chandratrey, marketing head, Oreo SEA & Indonesia, Mondelēz International.

Chandratrey added, “BLACKPINK is at the forefront of this and is one of the biggest icons of the generation. We look forward to bringing millions of Oreo fans and BLINKs together to create moments of play. We hope that the infectious energy of Oreo x BLACKPINK will inspire consumers to Stay Playful & join the exciting activities to follow. Watch this space for more to come!”

OREO’s previous collaborative coups in partnership with show business superstars include the monster success of OREO x Lady Gaga, a campaign that ran in the US, Canada and Europe in 2021. Lady Gaga collaborated with Oreo to launch cookies that are inspired by her dance album “Chromatica” for her little (cookie) monsters, according to CNN. Furthermore, Lady Gaga and the company created a campaign “Sing It With Oreo” to “spread musical messages of kindness throughout the country” that motivates fans to address the people they care about with musical messages for the opportunity to secure prices such as Lady Gaga’s concert tickets and a meet and greet

It's not the first time that brands have collaborated with celebrities. McDonald's partnered up with BTS for "The BTS Meal" that includes a 10 piece chicken McNuggets, limited-time sauces (cajun and sweet chilis sauces) picked by BTS and medium fries and a coke. This partnership happened in 2021. 

On a separate note, Korean beauty brand Sulwhasoo appointed BLACKPINK's Rosé as global ambassador for its #SulwhasooRebloom campaign in September. The brand explained that Rosé's ambitious spirit resonates with Sulwhasoo's pioneering essence and brand philosophy to become the artist and icon she is today. Giving her the role of a brand storyteller, Rosé will touch upon every facet of the brand beyond simply serving as a global ambassador.

The campaign aims to reintroduce the brand's identity and features two films that convey the message with narratives that differ from one another, but a synonymous story about Sulwhasoo’s journey as a brand.

Related articles: 

Sulwhasoo names BLACKPINK's Rosé as global ambassador
Ajaib invests in BLACKPINK's Lisa as brand ambassador
Dior unwraps first WhatsApp campaign with brand ambassador Jisoo
Oreo wants to 'save dads' on Indonesia’s Father’s Day

Oreo continues to spark playful connections with special emoji cookies

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