Oreo K-Pop collab delivers a BlackPink cookie makeover
Oreo is shaking up its signature monochrome look with a colorful K-Pop collaboration with Southeast Asian singing sensation BlackPink.
Oreo K-Pop collab delivers a BlackPink cookie makeover
A literal interpretation of its newest brand ambassadors has seen Mondelez and Publicis Groupe Indonesia introduce pink and black variants of the popular biscuit, treating fans across the continent to strawberry and chocolate cream.
The Oreo x BlackPink partnership extends to the packaging with regular flavors also donning the limited edition look that draws on the playful nature of the brand and band.
Vikram Chandratrey, head of marketing, Indonesia and Oreo (South East Asia) commented: “This campaign will see BlackPink, known for their fierce, resilient and confident image, unleash their playfulness when they ‘Twist, Lick and Dunk’ with Oreo, a favorite cookie among many Asian families that begs to be played with.”
An accompanying TV commercial announces the tie-up, which seeks to win over K-Pop fans to the pleasures of snacking by offering a range of 10 collectible photo cards. The interactive mashup also extends to personalized AI-powered video messages and wallpaper downloads to cater to all tastes.
Ravi Shanker, chief creative officer at Publicis Groupe Indonesia, adds: “This is not a campaign to be watched, it’s a campaign that’s designed to be collected, experienced and shared, bringing two iconic brands together to create moments of play.”
Launching across Southeast Asia with a slew of physical and digital activations the partnership extends Oreo's penchant for musicians following a similar tie-up with Lady Gaga in the West. It follows a pet adoption campaign illustrating the brand's caring side.
Credits
Mondelez – Oreo, SEA
Vice-president, marketing, at Mondelez International: Nikhil Rao
Head of marketing Indonesia and Oreo SEA: Vikram Chandratrey
Senior brand manager, Oreo, SEA: Jovena Loon
Publicis Groupe Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
CD: Dafi Alfadila
Sr. AD: Randy Handoko
AD: Septian Listyanto
Copywriter: Evlin Debora
Regional business director: Monideepa Nandi
Associate account director: Avisenia Qashashi
Sr account executive: Putri Andarini & Athaya Thalla
Associate social media director: Timothy Laksmana
Social media supervisor: Rezzi Saputra
Motion graphics designer: Vebry Wijaya
Director: Liukh
Assistant Director: Semi Kim
Producer: Dongho An
Executive producer: Chloe Ko
DOP: Jooyoung Ha
Gaffer: Hansuk Go
Art director: Kyungeun Lee
Photographer: Jungwook Mok
Media partner: Spark Foundry, Publicis Groupe
PR partner: MSL, Publicis Groupe
Production partner: Media Monks