Global K-pop stars BTS team up with Oreo for special cookie edition
Oreo has teamed up with K-Pop stars BTS for its latest global series. Pic: Oreo
A major collaboration between Oreo and global pop phenomenon BTS, with the creation of a special edition limited cookie, in celebration of the Korean stars’ much in-demand music, writes Neill Barston.
As the brand explained, its latest product, available from this week, is being backed by a key campaign across 80 countries, which follows a growing trend for companies gaining celebrity endorsement for product ranges.
K-pop band BTS, featuring RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook welcomed the arrival of their very own limited edition cookie, which is a brown sugar variety in pancake flavour.
The limited series has been inspired by Korean street food, with BTS said to have particularly fond childhood memories of, alongside a collective love of the classic Oreo series.
“For Oreo to be the first snacking brand we’ve collaborated with globally is a huge honour. We ate them as kids, we eat them in the studio, and now OREO is helping us share a taste of home with the world,” said BTS. ”We’re just so proud to add our own chapter to OREO’s amazing story.”
As the band explained, it is marking its 13th anniversary with its special cookies featuring 13 unique embossments that BTS including the band member names, a band-based light stick, and three Oreo cookies that form a special message to the group’s fans around the world.
The brand has also upped its game with regards to interactivity through inspiring fans to the ‘world’s largest love letter to BTS’ which it is encouraging people to do via a QR code on edition packs, as another key form of consumer engagement.
“At its core, this partnership is about shared passion. We’re uniting BTS’ incredibly dedicated fanbase with our own loyal OREO fans to create something genuinely new and exciting,” said Matt Foley, VP of Marketing, OREO. “It’s this commitment to uniting our fanbases that keeps us at the forefront of pop culture and demonstrates how a brand with a rich history can continue to lead the conversation.”
