Limited edition Oreo cookie to appeal to K-Pop fans
AMERICAN cookies brand Oreo has unveiled its latest brand collaboration with K-pop sensation BTS with its new limited edition variant.
Marking the first collaboration between the global sensation and the cookie brand, the new limited edition Oreo & BTS Cookies feature a unique purple colour in a brown-sugar pancake flavour that has been created by BTS and dedicated to its fans.
The collaboration will also kick off a playful global campaign across over 80 markets with the BTS and Oreo brands.
Additionally, the limited edition cookies feature six unique embossments for the UK market that have all been designed by BTS to match fan expectations with designs that include band member names, a BTS light stick and the BTS logo.
And while the cookies themselves reflect the BTS fandom, the design across packs of Oreo x BTS cookies offer a vibrant homage to South Korea’s street market culture complete with neon light designs and food designs from this market, specifically hotteok.
Fans will also be able to get in on the fun of a massive global initiative through the cookies. Inspired by the fandom’s letter-writing tradition, consumers will be able to scan QR codes found across limited edition packs and be able to write a playful digital letter to members of BTS.
The new Oreo x BTS Cookies will be available across grocery and convenience channels from August and will only be available for a limited time.
Sophia Burger, brand manager for Oreo at parent firm Mondelēz International, said: “OREO has always been rooted in playfulness, and our partnership with BTS takes that spirit to a global stage. Together, we have created a limited-edition cookie that celebrates BTS’s energy, their Korean roots and the incredible connections with their fans.”
