Oreo’s Lady Gaga special edition range supports musical kindness initiative
US-based major biscuit brand Oreo has teamed up with musician Lady Gaga, to release a collaboration spreading messages of musical kindness, surrounding the release of the artist’s latest album, Chromatica, reports Neill Barston
As part of the joint venture, the confectionery business has developed a new flavour range and it is also to become a sponsor of the singer’s Born This Way Foundation, focused on assisting the mental health and wellbeing of young people around the world.
According to the company, which is led by parent firm Mondelez International, The Lady Gaga and Oreo partnership will be coming to life in the US, Canada and Europe through special edition cookies, as well as linked musical themes.
“Over the last few years, music has become a key element of our purpose to spread more joy and playfulness in the world through partnerships and entertainment properties alike. We’re absolutely thrilled over our newest collaboration with one of the biggest pop culture icons of a generation,” said Justin Parnell, US. Senior Director, OREO. “Together with Lady Gaga, we cannot wait to unleash her world of Chromatica on our Oreo cookie and encourage fans to spread musical messages of kindness to create a brighter and more connected country.”
In the US, the brand is launching Lady Gaga Themed Oreo cookies inspired by her feel-good dance album, Chromatica. Taking design cues from the album, the Lady Gaga Themed Oreo Cookies are pink-coloured Golden Oreo cookies with green coloured creme, and feature three Chromatica-inspired designs embossed onto the wafer. The cookies will be available in 2021 in both full-size and 6-cookie packs for a limited time only, while supplies last.
“This collab is inspired by the world of Chromatica, where kindness rules all things,” said Lady Gaga. “I love these pink cookies with green creme, and hope they brighten your day as much as they do mine!”
Fans of the biscuit brand in the US can sign up for the Lady Gaga and Oreo Stan Club from this month to receive the latest breaking news surrounding the Chromatica-inspired collaboration including drop dates for the cookie. In addition to the limited-edition product, Oreo and Lady Gaga will inspire fans across the world to spread musical messages of kindness by launching Sing It With Oreo.
As part of the venture, the pair will encourage fans to send uplifting “OREOgram” messages to loved ones for the chance to win an assortment of Lady Gaga swag and experiences. To create their own unique musical message, fans can sing a note from their heart, and using Oreo technology, it will be instantly transformed into a playful song to share with friends, family and on social media.