Oreo (2024)

Oreo is an American sandwich cookie consisting of two (usually chocolate) wafers with a sweet crème filling. Introduced on March 6, 1912, Oreo is the best selling cookie brand in the United States. As of 2018, the version sold in the U.S. is made by the Nabisco division of Mondelez International. Oreo cookies are available in over one hundred countries. Many varieties of Oreo cookies have been produced, and limited-edition runs have become popular in the 21st century.

Lady Gaga x Oreo

Background

On Wednesday, December 2^nd, 2020, Oreo announced that they would be partnering with Lady Gaga on a limited edition, specially themed package of Oreos inspired by Lady Gaga's sixth studio album, Chromatica.

The vanilla-flavored Chromatica Oreos are "... pink cookie[s] with green filling," as described by Lady Gaga. Lady Gaga on Twitter: LADY GAGA X OREO^[1]: The wafers feature various embossments inspired by the album.

About collaborating with Lady Gaga, Oreo senior director Justin Parnell told Variety, “It’s been incredible and beat our wildest expectations. After the lockdown, the world was in dire need of playfulness and a release from all of the stress and anxiety,” Justin Parnell says. “It was like, ‘What if we really leaned into music as a way to connect to people and spread more positivity?’”

Parnell’s team worked closely with the star, her manager Bobby Campbell and Interscope Records and Universal Music Group. “We wanted all the right perspectives and points of view to make sure it was coming off in the best way possible,” he says. The goal was to “craft every element so it felt authentic.” That translated to four distinct cookie designs, a release campaign they “treated like a shoe drop” and the company becoming an official sponsor of Lady Gaga’s Born This Way Foundation.

The new Oreos were available in six-cookie packs starting in January, 2021 in Italy, United Kingdom, Ireland, Portugal, Spain, Germany, Austria, France, Russia, and Ukraine while full packs of the Chromatica cookies arrived later in 2021.

Oreo and Lady Gaga are also launching a contest where winners can receive free merchandise and experiences featuring the pop singer.

Oreo's agencies on the project include The Martin Agency on lead creative, MediaMonks as lead production partner, 360i on social and Weber Shandwick on PR.

1. The same design is on the market on the Balkans, including Bulgaria, Serbia, Macedonia, Romania and others.
2. The image was also used in Oreo's official Instagram accounts in France, Germany, United Kingdom, and Ireland.

Release

Chromatica cookies in various packaging designs began to appear on sale from the end of December, 2020 in USA and from the beginning and the middle of January, 2021 in many European countries.

On January 28^th, 2021, the official dropping of Chromatica cookies in pink limited-edition pack was announced via Lady Gaga's Instagram Story and OREO's official Instagram and Twitter accounts.

Concept

On December 17^th, 2020 Henrique Santiago, who is responsible for concept, art direction, design direction of this collaboration, published on the world's largest creative network for showcasing and discovering creative work Bēhance mock-ups of possible and already used for the production packaging of 'Chromatica'-themed cookies with the next description:

"We brought together 2 of the World's biggest cultural icons: OREO x Lady Gaga. Together we created a limited edition product and an experience to share kindness in an OREO playful way. From designing the pack, the cookies, the experience, the music styles and voice effects, this was a massive collaboration between OREO, Martin, Media Monks and Universal Music. Along with it, we launched Sing It With Oreo, a digital extension where you can record a message that turns into a song to spread kindness and playfulness all around."

Credits

Also on December 21^st, 2020, Danilo Gusmão Silveira, who is responsible for package design, published on Bēhance additional possible and already used for the production mock-ups to the previously published concept of packaging of 'Chromatica'-themed cookies with the following comment:

"I was invited by The Martin Agency to help them designing a package for the new Oreo partnership with Lady Gaga. Such an honor to work with these two icons!"

Unseen Lady Gaga x OREO TV commercial

Screenshots from never before seen Lady Gaga x OREO TV commercial^[2].

Lady Gaga x OREO Stan Club

Fans who want the cookies early are able to sign up for the Lady Gaga x OREO Stan Club to get notified when the full packs release. The first 1,000 subscribers are going to be receiving a free pack of cookies.

The first 1,000 people who registered on the Lady Gaga x OREO Stan Club site began receiving their free pack of cookies at the end of January 2021.

Sing It With OREO

In addition to the limited-edition product, OREO and Lady Gaga will inspire fans across the world to spread musical messages of kindness by launching Sing It With OREO. Through the Sing It With OREO program (December 15^th, 2020 — April 30^th, 2021), the pair will encourage fans to send uplifting "OREOgram" messages to loved ones for the chance to win an assortment of Lady Gaga swag and experiences — including a grand-prize flyaway concert and meet-and-greet experience. To create their own unique musical message, fans can sing a note from their heart, and using OREO technology, it will be instantly transformed into a playful song to share with friends, family and on social media.

To access the Sing It With Oreo experience, customers simply:

• Step 1: Scan QR code on the pack of specially-marked original Oreo cookies or Lady Gaga Themed OREO cookies or go directly to SingItWithOREO.com.
• Step 2: Select between OREOgram options: “Sing It From The Heart” to create your own message, or once available, select a pre-recorded message from Lady Gaga.
• Step 3: If creating your own, select a vibe as the back track.
• Step 4: Input the recipient name and a custom message.
• Step 5: Tap and hold to record your OREOgram message.
• Step 6: Review OREOgram and re-record if needed.
• Step 7: Once happy with the message, continue for it to be turned into an official OREOgram. The OREOgram animation will play out with the custom audio and message.
• Step 8: Enter sweepstakes and share OREOgram with friends and family.

Shared musical messages give fans the chance to win an assortment of Lady Gaga swag and experiences, and one grand prize winner will receive a flyaway concert experience, meet and greet with Lady Gaga (pending any necessary COVID restrictions), and a personalized OREOgram from Lady Gaga.

In addition to the grand prize winner, ten first prize winners will receive a four-day, three-night trip for two to a Lady Gaga concert in a choice of four U.S. cities. Instant win prizes include Oreo swag, Oreo Music Boxes, and Oreo branded headphones.

Credits

Links

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• Official website