Company: Oreo (owned by Mondelez International) Campaign: Lady Gaga x Oreo Stan Club Agency partners: The Martin Agency (creative), MediaMonks (production), 360i (social), Weber Shandwick (PR) Duration: December 2020 – January 2021
In honor of Chromatica, Lady Gaga’s colorful sixth album, Oreo has collaborated with the pop star to create a range of pink and green biscuits.
StrategyOreo has a long and successful history of introducing new, limited ones Cookie flavors that often take current trends or pop culture into account.
After Lady Gaga released her sixth studio album Chromatica in May 2020, Oreo reached out to the singer to see if they would work on a Chromatica-inspired cookie would like to. She gave the go-ahead in June.
Tactics « The process of designing these cookies was a real collaboration between Lady Gaga and Oreo, » said Justin Parnell, senior director of the brand.
This was reflected in everything from the packaging to the aesthetics of the biscuits themselves, which feature salmon-colored waffles and light green frosting.
The product launch took place in several phases. On December 2, 2020, the news was released about the limited-edition cookie, which comes in full-size packs of six biscuits. Two weeks later, the packs of six biscuits were introduced on the shelves of the convenience stores while supplies last.
After the announcement of the collaboration, full-size packs also came on the shelves of the convenience stores and are only for one Available for a limited time while stocks last.
For the latest news on the Chromatica-inspired collaboration, fans can sign up for the Lady Gaga x OREO Stan Club. The first 1,000 members of the club received a free package of the Gaga-Oreos.
In addition, Oreo and Lady Gaga launched a « Sing It with Oreo » campaign on December 15th, giving people uplifting « Oreograms » to loved ones could send and enter to win a variety of Lady Gaga awards and experiences – including a Grand Prize Flyaway Concert and Meet-and-Greetings.
Results The campaign was covered with an exclusive offer from Today.com, followed by hundreds of additional earned placements in a variety of stores including coverage on Billboard, Delish, People, CNN and New York Magazine’s Grub Street. In addition, the cookies were used in more than 200 local broadcast segments.
When the news of the partnership broke out on December 2nd, Oreo became a trending topic on Twitter without paid support. The campaign also caught the attention of a number of celebrities – from Stephen Colbert to Kid Cudi to Tyler Oakley – who shared the collaboration on social media.
As excited as I am about the new Lady Gaga Oreos, they’ll be mine Never replace Pat Benatar Hydrox.
Within 24 hours of the initial announcement, thousands of people have subscribed to the Lady Gaga x OREO Stan Club.
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