OREO and Post Malone Team Up to Bring Fans What Posty Calls "the Best OREO Ever!"
Rhea-AI Summary
Mondelēz International (MDLZ) announces a new collaboration between OREO and Post Malone, launching Edition Post Malone OREO Cookies. The product features a first-ever swirled creme combining salted caramel and shortbread flavors between chocolate and golden cookies. Each cookie includes one of nine unique embossments inspired by Post Malone's world.
The launch includes a digital experience called 'Taste Twist' running from early February through March 31, where fans can create their own OREO flavor combinations based on their musical preferences. The edition cookies will be available for presale starting January 27, with nationwide retail rollout beginning February 3.
This initiative aligns with Mondelēz's strategy of using flavor innovations and collaborations to maintain brand relevance across their snack portfolio. OREO, as part of Mondelēz International, contributes to the company's annual net revenues of approximately $36 billion, with over 20 billion OREO cookies sold annually in the U.S. alone.
Positive
- Strategic brand collaboration with high-profile artist Post Malone enhances market visibility
- Product innovation with first-ever swirled creme combination demonstrates R&D capabilities
- Digital engagement strategy through 'Taste Twist' experience could drive customer interaction and sales
- Strong market presence with over 20 billion OREO cookies sold annually in the U.S.
Negative
- time availability may restrict revenue potential
- Success depends on consumer reception of new flavor combination
News Market Reaction – MDLZ
In the trading session that priced this news, MDLZ declined 2.24%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
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The brand also invites fans to reveal their own OREO cookie flavor combinations with a digital experience inspired by their unique musical taste
The OREO cookies star a first-of-its-kind swirled creme combining salted caramel and shortbread flavor creme, sandwiched between an OREO chocolate cookie and a signature golden cookie for a delicious duet of flavors in every bite.
"Can't believe they let me make my own OREO cookie. So happy everyone gets to try the taste twist — hope you love it as much as I do, 'cause I think it's the best OREO ever!" said Post Malone. "It's the first time OREO has ever twisted the creme of the cookie and they named it after me."
Each cookie also features 1 of 9 unique embossments inspired by Posty's world and handpicked by the artist himself—from a hero OREO x Post vinyl to cookies that show off his diverse discography. No matter the pack, you can expect a sweet mix of OREO cookie designs and a handwritten signed note on the back of the pack from Post Malone himself.
"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, Mondelēz Senior Vice President Biscuit. "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. We hope fans are as excited about the brand's newest hit as we are."
Just as Post Malone channeled his unique flavor into these limited edition OREO cookies, the OREO brand is inviting fans to reveal their very own OREO cookie flavor with the Taste Twist Digital Experience: Unlock Your Own Taste Twist Cookie, which is part of the OREO "Taste Twist" Sweepstakes. Starting early February through March 31, fans will be able to discover what their musical preferences really taste like.
To embark on the experience, input your musical sound, vibe and rhythm and let the algorithm jam out to reveal your own OREO cookie flavor combo. Post Malone will even pop in to hype you up along your Taste Twist journey! 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 as 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 OREO cookies will begin rolling out at retailers nationwide starting on February 3 and will be available only for a limited time, while supplies last.
For more information and updates on the Limited Edition Post Malone OREO Cookie Packs, fans can visit OREO.com/post-malone, or follow OREO on Facebook @OREOUnitedStates, Twitter/X @OREO, TikTok @OREO and Instagram @OREO to be among the first to know about future brand news.
NO PURCHASE NECESSARY TO ENTER THE SWEEPSTAKES. Open to residents of the 50 United States, D.C., &
About OREO® Cookie
OREO® is AMERICA'S FAVORITE COOKIE®, available in more than 100 countries around the globe. Over 60 billion OREO® cookies are sold each year with more than 20 billion of those cookies sold in the
About Mondelēz International
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2023 net revenues of approximately
Media Contact
Weber Shandwick OREO Team
wswnycoreo@webershandwick.com
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SOURCE Mondelēz International