January 27, 2025
Image Courtesy of The OREO Brand
Has OREO Raised the Foodie Bar With Post Malone Collaboration?
Mondelēz International has seemingly raised the bar on limited-edition releases with a collaboration with Grammy-nominated rapper and singer Post Malone on an OREO with a “first-of-its-kind swirled crème.”
The cookie, which will hit store shelves nationwide on Feb. 3 until supplies run out, combines salted caramel and shortbread flavors sandwiched between a classic OREO chocolate cookie and a golden cookie, according to a press release.
Each sandwich cookie features one of nine embossments handpicked by Malone and inspired by his music, including a sunflower — a nod to his record-setting Double Diamond single “Sunflower” — as well as a butterfly that represents his “Twelve Carat Toothache” album on vinyl. Each pack also has a handwritten signed note on the back.
Malone told USA Today he has been on a salted caramel kick for two years now, and “like any other human being,” he’s been eating OREOs his “whole life.” He said of the cookie’s taste, “It was love at first bite, to be poetic.”
News of the release drew extensive media coverage and attention across social media.
This is not OREO’s first celebrity deal. In 2021, OREO teamed up with pop star Lady Gaga for a line of limited-edition cookies inspired by her “Chromatica” album.
“Partnerships have become a mainstay of our playbook,” Michelle Deignan, VP of marketing for OREO U.S. at Mondelēz International, told Ad Age. “We look at consumer trends and who will fit the brand ethos of ‘playfully provocative’ to put us in the cultural zeitgeist. Post’s playfulness comes through in his self-expression and he has a way of bringing together genres that just felt very right.”
In recent years, celebrity collaborations on limited-edition meals have taken off at QSRs following McDonald’s breakout collaboration in 2000 with rapper and record producer Travis Scott. Other popular partnerships include ones between South Korean boy band BTS and McDonald’s, rapper Megan Thee Stallion and Popeyes, pop star Justin Bieber and Tim Hortons, and singer Sabrina Carpenter and Dunkin’.
Their success taps into “drop culture,” which uses a scarcity model to stoke demand. Similar to celebrity join-ups by sneaker brands and fashion houses, the partnerships help fast-food chains better connect with millennial and Gen Z customers.
The strong appeal of celebrity-curated meals for fast-food chains also reflects an interest in foodie culture that has supported collaborations like Balenciaga and Lays, Crocs and Pop-Tarts, and Nike and Ben & Jerry’s.
OREOs, along with M&M’s and Dr Pepper, are among food brands that have accelerated the rollout of limited-edition flavors to likewise create some buzz. However, OREO’s partnerships with Lady Gaga and Post Malone are the rare celebrity collaborations on a product headed to grocery stores.
“Flavor innovations and collaborations, inspired by fan behavior, have become a mainstay in our playbook as a way to maintain relevancy across our portfolio of snack brands,” said Tanya Berman, SVP of Biscuit at Mondelēz, in the press release. “With an iconic brand like OREO, our challenge is to consistently raise the bar and discover fresh ways to engage our fans. This collaboration with Post Malone sets a new standard.”
BrainTrust
Cathy Hotka
Principal, Cathy Hotka & Associates
Lisa Goller
B2B Content Strategist
Gary Sankary
Retail Industry Strategy, Esri
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Discussion Questions
How would you rate the potential for limited-edition collaborations between celebrities and food brands for grocers?
Is the opportunity similar to celebrity-curated meals at fast-food and coffee chains?
What’s driving the overall appeal of celebrity collaborations tied to food?
Poll
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I’m not quite sure this raises the bar as such, especially as Oreo is renowned for launching all sorts of variants and limited drops. However, a celebrity cookie is an interesting idea – especially as this one looks to be well formulated in terms of ingredients and taste. The special embossing on each cookie is also an interesting touch. So I can see this being a success for Mondelez.
Potential? Well, the portential for them to occur is vast; the potential for them to accomplish much is quite a bit less than that (I won’t generalize since – as we learned last week – when you cash in your chips at the trend casino can make a big difference.)
Overall, I would say this trend stems from weakness more than strength: honestly, what could Oreo – or any legacy brand – tell us that’s new…or relevant? (Of course being a ‘legacy brand’ is actually a strong point, so the weakness is in the value added more than the brand per se.)
Limited-edition collaborations between celebrities and food brands inject excitement and urgency into grocery, and can help drive growth. Oreo’s collaboration with Post Malone is a fun fit that offers tasty innovation, a personal touch and aesthetic products.
Celebrity collaborations tied to food are appealing due to accessible price points, grocery shoppers’ desire for variety and the popularity of food-related posts on social media, especially among younger consumers.
Brands always seek attention, and celebrity partnerships are one way to do that. Mondelez got us to talk about it — success.
The evergreen brand Oreo doesn’t need gimmicks to lead its category, but temporary promotions like Post Malone will boost sales at least by a measurable amount.
Because Post Malone has been popular for quite some time, he has a very low risk of burning out. Also, he is a good fit for the target market.
Temporary promotions allow Oreo to maintain consumer interest and excitement in an otherwise mature market. By partnering with popular figures like Post Malone, Oreo can tap into new markets and create buzz around the brand. This strategy helps refresh the brand’s excitement and keeps it relevant among younger consumers.
Raised the bar? Nope. This is a vanity project that plays to Post Malone fans. If you’re not one, who cares?
You know what Oreo display sold me? The corrugated merchandise outpost that read “Let’s dunk this!” That was displayed next to the milk.
Nothing groundbreaking here. Collaborating with a “hot” celebrity is nothing new- Travis Scott Meal at Mcdonald’s, anyone? Post is popular, Oreos have a history of special edition cookies. I expect this one to be successful. And to be repeated with other celebs in the future.
Stand-up comedy calling Mondelez out on too many Oreo variants three years ago: https://youtu.be/CMkYw4dp_NI?feature=shared
If the celebrity aligns with the key target persona that loves a brand, it should be a win. Truthfully I’m not an expert in Post Malone fans, but it would be interesting to see if celebrity-collaborations are a profitable trend for the brand, similar to the way Eden Grinshpan’s work with Miss Vickie’s led to their Signature line.
Here is a brief history, according to Google, of the Oreo cookie:
“The first Oreo was sold on March 6, 1912, to a grocer in Hoboken, New Jersey. The Oreo Biscuit was renamed in 1921 to “Oreo Sandwich”; in 1948, the name was changed to “Oreo Crème Sandwich”; and in 1974 it became the “Oreo Chocolate Sandwich Cookie”, the name that has remained to this day.”
Oreo changed its name for the same reasons it’s bring on a celebrity – to help keep the brand relevant and successful. Good for them to recognizing the marketing opportunity with Post Malone and for knowing you can’t do what you’ve always done. Customers change – and the smart brands keep up (or try to get ahead) of those changes.
Celebrity partnerships that are well timed offer food brands and grocers a great opportunity to become a trending topic – for a moment. The key is how brands and retailers leverage that moment.
These limited-edition collaborations can attract new audiences and build brand loyalty. To capitalize, brands must ensure a seamless shopping experience—stocking products in the right locations, offering affordable prices, and providing convenient delivery and payment options both in-store and online.
So Post Malone says eat more Oreos and they start flying off the shelf?
Another sign of the apocalypse…
Celebrities bring visibility to the new flavor, potentially bringing lapsed buyers back to the brand, while prompting brand loyalists to make an additional purchase.
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I’m not quite sure this raises the bar as such, especially as Oreo is renowned for launching all sorts of variants and limited drops. However, a celebrity cookie is an interesting idea – especially as this one looks to be well formulated in terms of ingredients and taste. The special embossing on each cookie is also an interesting touch. So I can see this being a success for Mondelez.
Potential? Well, the portential for them to occur is vast; the potential for them to accomplish much is quite a bit less than that (I won’t generalize since – as we learned last week – when you cash in your chips at the trend casino can make a big difference.)
Overall, I would say this trend stems from weakness more than strength: honestly, what could Oreo – or any legacy brand – tell us that’s new…or relevant? (Of course being a ‘legacy brand’ is actually a strong point, so the weakness is in the value added more than the brand per se.)
Limited-edition collaborations between celebrities and food brands inject excitement and urgency into grocery, and can help drive growth. Oreo’s collaboration with Post Malone is a fun fit that offers tasty innovation, a personal touch and aesthetic products.
Celebrity collaborations tied to food are appealing due to accessible price points, grocery shoppers’ desire for variety and the popularity of food-related posts on social media, especially among younger consumers.
Brands always seek attention, and celebrity partnerships are one way to do that. Mondelez got us to talk about it — success.
The evergreen brand Oreo doesn’t need gimmicks to lead its category, but temporary promotions like Post Malone will boost sales at least by a measurable amount.
Because Post Malone has been popular for quite some time, he has a very low risk of burning out. Also, he is a good fit for the target market.
Temporary promotions allow Oreo to maintain consumer interest and excitement in an otherwise mature market. By partnering with popular figures like Post Malone, Oreo can tap into new markets and create buzz around the brand. This strategy helps refresh the brand’s excitement and keeps it relevant among younger consumers.
Raised the bar? Nope. This is a vanity project that plays to Post Malone fans. If you’re not one, who cares?
You know what Oreo display sold me? The corrugated merchandise outpost that read “Let’s dunk this!” That was displayed next to the milk.
Nothing groundbreaking here. Collaborating with a “hot” celebrity is nothing new- Travis Scott Meal at Mcdonald’s, anyone? Post is popular, Oreos have a history of special edition cookies. I expect this one to be successful. And to be repeated with other celebs in the future.
Stand-up comedy calling Mondelez out on too many Oreo variants three years ago: https://youtu.be/CMkYw4dp_NI?feature=shared
If the celebrity aligns with the key target persona that loves a brand, it should be a win. Truthfully I’m not an expert in Post Malone fans, but it would be interesting to see if celebrity-collaborations are a profitable trend for the brand, similar to the way Eden Grinshpan’s work with Miss Vickie’s led to their Signature line.
Here is a brief history, according to Google, of the Oreo cookie:
“The first Oreo was sold on March 6, 1912, to a grocer in Hoboken, New Jersey. The Oreo Biscuit was renamed in 1921 to “Oreo Sandwich”; in 1948, the name was changed to “Oreo Crème Sandwich”; and in 1974 it became the “Oreo Chocolate Sandwich Cookie”, the name that has remained to this day.”
Oreo changed its name for the same reasons it’s bring on a celebrity – to help keep the brand relevant and successful. Good for them to recognizing the marketing opportunity with Post Malone and for knowing you can’t do what you’ve always done. Customers change – and the smart brands keep up (or try to get ahead) of those changes.
Celebrity partnerships that are well timed offer food brands and grocers a great opportunity to become a trending topic – for a moment. The key is how brands and retailers leverage that moment.
These limited-edition collaborations can attract new audiences and build brand loyalty. To capitalize, brands must ensure a seamless shopping experience—stocking products in the right locations, offering affordable prices, and providing convenient delivery and payment options both in-store and online.
So Post Malone says eat more Oreos and they start flying off the shelf?
Another sign of the apocalypse…
Celebrities bring visibility to the new flavor, potentially bringing lapsed buyers back to the brand, while prompting brand loyalists to make an additional purchase.