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Oreo keeps getting tied up.
The popular Mondelez cookie, which has struck partnerships in the past with everyone and everything from Lady Gaga to Coca-Cola, is now turning to Post Malone.
A new limited edition of the sweet treat is constructed around a swirled creme — a first of its kind for the famous treat — that combines salted caramel and shortbread flavors, all sandwiched between a chocolate Oreo cookie and a golden cookie.
“Oreo is a 110-year-old brand, so we are always pushing to try and be on the forefront of the cultural zeitgeist,” says Michelle Deignan, vice president of Oreo, during an interview.
And yet, the collaboration wasn’t one that was rushed. Executives from the snack-maker and the musician have discussed the team-up for “over a year,” says Deignan, and “he was very much involved” in everything from choosing the flavors to picking out nine different designs that reflect him and his personality that appear on the outer sides of the cookies.
“Can’t believe they let me make my own Oreo cookie,” Post Malone said in a prepared statement, adding: “It’s the first time Oreo has ever twisted the creme of the cookie and they named it after me.”
The partnership is the latest in a series of recent efforts that was sparked last year by Oreo’s first appearance on the Super Bowl ad roster for the first time since 2013. That commercial, which featured Kris Jenner and a lot of humor, suggested people throughout history have used the way they twist open an Oreo to make critical decisions that have affected our world.
Oreo has been issuing new flavors for years, however, and Deignan acknowledges the spin-offs have become more of a feature than a bug. “They bring a lot of new consumers,” she says, who “like to see something new, particularly in the environment we are in right now, which has more cost constraints. They want a reason to spend their hard-earned dollars.”
As part of the alliance, fans can experiment with their own ideas for flavors by interacting with a “taste twist” digital experience and sweepstakes. Starting early February through March 31, fans will be able to discover what their musical preferences might taste like. They can input elements like sound, vibe and rhythm and discover what flavor reflects their tastes. Post Malone will encourage users digitally, and fans
can share their custom Oreo cookie flavor combo with their community and enter for a chance to receive a pack of their own Taste Twist Cookie flavor combo or prizes such a signed Post Malone Oreo posters.
The limited edition Post Malone Oreo Cookie Packs will be available for presale starting on January 27,
but fans can sign up for early access starting today at OREO.com/UnwrapTheCollab. The cookies
will begin rolling out at retailers nationwide starting on February 3 and will be available only for a limited
time, while supplies last.
