Oreo collaboration with US singer Post Malone aims to reach out to music fans

Oreo is aiming to hit the high notes for the start of the New Year in delivering a fresh collaboration with US Grammy-nominated singer Post Malone, who has created his very own limited edition cookie, writes Neill Barston.

The American artist, who has gained major recognition for fusing a melting pot of country, rap and pop music, has amassed more than 80 million record sales to date, and was pleased to sign up to the new confectionery venture.

As Oreo noted, the Post Malone to drop a cookie that celebrates the “twists” in all of us, with its new celebrity offering  combining salted caramel and shortbread flavuor creme, sandwiched between an Oreo chocolate cookie and a signature golden cookie.

“Can’t believe they let me make my 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!” said Post Malone. “It’s the first time Oreo has ever twisted the creme of the cookie and they named it after me.”

Moreover, as the company noted, each cookie also features 1 of 9 unique embossments inspired by Post’s world and handpicked by the artist himself—from a hero Oreo and Post vinyl to cookies that show off his diverse discography. No matter the pack, you can expect a sweet mix of OREO cookie designs and a handwritten signed note on the back of the pack from Post Malone himself.

 

“Flavour innovations and collaborations, inspired by fan behaviour, have become a mainstay in our playbook as a way to maintain relevancy across our portfolio of snack brands,” said Tanya Berman, Mondelēz Senior Vice President Biscuit.

“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.”

Furthermore, just as Post Malone channelled his unique flavour into these limited edition OREO cookies, the OREO brand is inviting fans to reveal their very own Oreo cookie flavour with the Taste Twist Digital Experience: Unlock Your Own Taste Twist Cookie, which is part of the Oreo “Taste Twist” Sweepstakes. Starting early February through March 31, fans will be able to discover what their musical preferences really taste like. For details, visit oreo.com/post-malone

 

 

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