Spotlighting Limited Edition Oreo Selena Gomez P-O-P
Mondelez International’s Oreo partnered with Grammy- and Emmy-nominated singer and actress Selena Gomez to launch a limited edition horchata-inspired cookie in June.
"Tapping into Selena's world — her cultural roots, her loyal fan base, her musical journey — propels the Oreo brand's cultural relevance and playful personality to new heights," Michelle Deignan, vice president, Oreo U.S., said in a statement. "The Oreo brand is constantly discovering new parts of itself through creative and unexpected innovations. This collaboration embodies our commitment to delighting our consumers in unexpected ways and further establishes our footprint in the music industry."
Along with choosing the flavor, Gomez designed six different embossments for the cookies, designs resembling her signature, a musical note, headphones and a heart. One in three packs contains an Oreo with her signature on it. Those cookies can be scanned through a mobile website, OreoSelenaSignatureUnlock.com, to access an exclusive new remix.
Oreo also made an unspecified donation to the Rare Impact Fund, a project founded by Gomez in 2020 to increase young people’s access to mental health services and education.
Oreo and Gomez promoted the launch across YouTube, Facebook, TikTok and Instagram. The brand began taking preorders for the cookies on June 2 before the product rolled out to retailers in the U.S., Canada and Brazil on June 9 with numerous activations.
Shelf blockers at Target in Holland, Michigan, encouraged shoppers to “try Selena’s signature Oreo cookies.”
Elsewhere in Barrie, we saw floorstands stocking the limited edition SKUs in the beverage aisle of a Sobeys.
We saw different floorstands at a Kroger Marketplace store in Gahanna, Ohio, that stocked family-size packs of traditional Oreo, Double Stuf and the Selena Gomez chocolate & cinnamon creme cookies with an “experience while it lasts message.”
A sign on the display employed a QR code that shoppers could scan for a digital coupon offering the cookies for $2.99 instead of $4.29.
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.
