After Indonesia, Oreo x Blackpink will present in Thailand, the Philippines, Malaysia, Singapore, Vietnam, and South Korea.
Heaptalk, Jakarta — One of Mondelez International’s products, Oreo, officially launched the Oreo x Blackpink collaboration thoroughly in Indonesia (1/6). The exclusive edition is only sold in Asian markets, starting with Indonesia as the first country.
In Indonesia, the Oreo x Blackpink collaboration will take place from December 2022 to March 2023. Afterward, Oreo will target other countries, namely Thailand, the Philippines, Malaysia, Singapore, Vietnam, and South Korea.
The collaboration with four Blackpink members, namely Jisoo, Jennie, Rose, and Lisa present exclusive edition biscuits, photocard collections, and AI personalization videos. In more detail, this collaboration is visualized in the form of an Oreo biscuit icon wearing a tiara, identical to Blackpink’s signature. The girl group wore a tiara as a signature when releasing their first full studio album entitled The Album.
Oreo consumers can obtain the signatures of the four Blackpink members which are on the front of each roll package. In the multipack variant of six, consumers can collect a total of ten different photo cards. Each photocard displays two portraits of each Blackpink member and two group photos of all members.
In addition, Oreo lovers and Blackpink fans can scan the QR code on the exclusive edition Oreo roll packaging or visit the Oreo x Blackpink website to be able to download mobile wallpapers and obtain personalized video messages from Blackpink members.
Marketing Head at Oreo SEA & Indonesia, Mondelez International, Vikram Chandratrey explained the background of this collaboration. “We are very excited to welcome K-Pop sensational girl group Blackpink as the brand ambassador for our epic collaboration in Asia. This campaign will show the joy of Blackpink personnel who are known to be strong, full of energy, and confident while doing the exciting activity ‘Twist, Lick, Dunk’ with Oreo which is a favorite biscuit at every snacking moment and makes every moment fun for families in Asia, including Indonesia,” said Vikram.
Continuing the success of the Oreo x Lady Gaga collaboration
Previously, Oreo had collaborated with many big names in the entertainment world, including Oreo x Lady Gaga which had successfully run in the United States, Canada, and Europe in 2021. The biscuit has been marketed for more than 100 years with global revenues reaching $2 billion.
Currently, Oreo has more than 40 million Oreo-loving Facebook communities worldwide, representing more than 200 countries and a variety of different languages. In Indonesia, Oreo has more than eight flavors. Oreos in Indonesia and 35 other countries are produced at the Mondelēz Internasional factory in Cikarang, Bekasi Regency, West Java.
Further, Marketing Manager at Oreo, Mondelez Indonesia, Vega Gupta said that in this collaboration, all regular Oreo biscuits with various flavor variants also changed their packaging according to the Blackpink theme and came with a new pink variant and filled with dark chocolate cream (pink cookie).
Public figure and mom influencer Nycta Gina also attended the launch of the collaboration. Gina said, “Oreo is my and my family’s favorite biscuit, which has always been a snacking friend at family gatherings for generations. As an Oreo lover, I am truly amazed that Oreo can successfully organize this epic collaboration.”
Oreo lovers and Blackpink fans can obtain exclusive edition biscuits at favorite stores, spanning minimarkets, supermarkets, hypermarkets in all regions in Indonesia, and the Oreo e-commerce platform, Cadbury & Kraft Official Store.
“Through this collaboration, Oreo hopes to inspire Oreo lovers and Blackpink fans to share exciting moments of fun with a series of products from Oreo, including the exclusive Blackpink edition, with friends and family to create sweet and memorable memories,” concluded Vikram.