Snack brand OREO is kickstarting 2025 by introducing a new flavor made in collaboration with Grammy award-winning artist Post Malone.
The "Limited Edition Post Malone Oreo cookies," which Posty calls "the best Oreo ever," takes both salted caramel and shortbread flavor cremes to create a swirled filling never before seen in the cookie brand.
The creme is then sandwiched between a classic Oreo chocolate cookie and a signature golden cookie to create a unique and delicious blend of flavors in every bite.
Malone spoke of his new collaboration, in disbelief that the Mondelēz brand let him make his 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! It's the first time OREO has ever twisted the creme of the cookie and they named it after me," Malone said in a press release.
The new cookies also boast nine unique embossments inspired and chosen by the artist himself.
These include a pickup truck, an Oreo x Posty vinyl cookie, a butterfly, and a guitar — all of which symbolize Malone's journey as an artist.
Mondelēz SVP Biscuit Tanya Berman also shared her thoughts behind the campaign, saying flavor innovations and collaborations inspired by the fans have "become a mainstay in our playbook as a way to maintain relevancy."
"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," she added.
Presale for the Limited Edition Post Malone OREO will start on January 27, but fans eager to get their hands on a pack can sign up for early access at the brand's dedicated microsite.
Meanwhile, the new OREO cookies will hit stores nationwide starting February 3 for a limited time.
Beyond the Cookie
To boost its efforts, Oreo has also launched the new "Taste Twist Digital Experience: Unlock Your Own Taste Twist Cookie," which invites fans to unveil their very own Oreo flavor.
In this experience, fans can simply input their musical sound, vibe, and rhythm before the algorithm reveals their unique Oreo cookie flavor combo.
After sharing their custom Oreo cookie flavor combo, fans can also get an exclusive chance to receive Post Malone-themed gifts or even a pack of their own flavor combo.
The new initiative comes as part of the brand's ongoing "Taste Twist" sweepstakes and will run from early February up until March 31.
By teaming up with known artists and celebrities, brands leverage influencer marketing to provide fans with a great way to experience the brand and connect with their idols.
Previously, Pepsi teamed up with NBA legend Shaquille O'Neal to unveil their new Pepsi Zero Sugar Gingerbread flavor.
