Oreo Partners With Snapchat for Post Malone Cookie Launch
On Feb. 5, Mondelez International's Oreo launched a Sponsored Snap — the first snack brand to do so — to promote limited-edition Post Malone Oreo cookies, which hit shelves on Feb. 3.
The Oreo iteration contains a swirled creme combining salted caramel and shortbread flavors, sandwiched between an Oreo chocolate cookie and a signature golden cookie.
About the Snapchat Campaign
The "Taste Twist" Sponsored Snapchat ad rolled out to users in the U.S. via the mobile app’s new direct message ad format, which delivers a sponsored ad to users' chat inbox.
The ad features a video of music artist Post Malone on the hunt for the perfect Oreo nugget to create the best Oreo with. He unveils what he claims is the "best Oreo ever" and why it’s the “ultimate twist on the classic cookie,” according to an email shared by the companies.
The ad is also interactive and invites consumers to take a "taste twist test" to "unlock your flavors" and enter a sweepstakes for a chance to win a personalized, unique pack of the cookie or other prizes.
It also includes a link to the cookie’s product detail page within Oreo.com to learn more and click to purchase at a preferred retailer, including Target and Walmart.
“Messaging is at the heart of how our community connects with one another, and Sponsored Snaps are a powerful tool for brands to engage with our large and passionate audience,” said Jason Poinsette, Snap U.S. head, food & beverage (CPG). “This collaboration with Oreo and Post Malone is a perfect example of how we [at Snap] can bring creativity and cultural moments together to reach Snapchatters where they love to be — connecting with their friends through Chat.”
About Sponsored Snaps
Sponsored Snaps were designed to help advertisers engage consumers through visual messaging. Brands can deliver a full-screen vertical video Snap directly to Snapchatters in their chat inbox.
Sponsored Snaps are visually distinct from other Snaps in the inbox and are not delivered with a push notification. If Sponsored Snaps are left unviewed, they will disappear from the inbox.
In Q4 2024, Sponsored Snaps delivered more than 50 million impressions on average in the U.S. to Snapchatters 18 or older, per the email.
Sponsored Snaps and Promoted Places grew the number of unique Snapchatters reached by advertising partners, delivering a 30% increase in reach on average in the U.S.
Promoted Places are a type of location-based ad format that allows businesses to highlight their physical locations within the Snap Map. These ads are designed to help brands drive foot traffic by making their stores or other venues more discoverable to Snapchat users.
Snapchat at a Glance
Snapchat has more than 453 million daily users, and more than 850 million monthly users globally. Additionally, 79% of Snapchatters in the U.S. are passionate about music, the email said.
Snapchat reaches over 90% of 13- to 24-year-olds, and over 75% of 13- to 34-year-olds in more than 25 countries. Roughly 80% of users are over 18. In the U.S., more than 50% of users are 25 and older. Globally, nearly one in four are 35 or older.
According to the company, more than 300 million people engage with augmented reality on Snapchat every day.
