Oreo Collaborates With K-Pop’s Blackpink  

Mondelez owned Oreo has collaborated with K-Pop sensation Blackpink in yet another endorsement coup for the popular girl group.

Fans can look forward to bespoke Oreo products and a line-up of activities and engagements across platforms in Indonesia, Philippines, Thailand, Malaysia, Singapore, Vietnam, and South Korea in 2023.

The Oreo x Blackpink collaboration features two K-Pop inspired variants and will be rolled out in these key markets, including e-commerce platforms  from early 2023 for a limited period.   

The promotional campaign will also include the requisite activities, contests and memorabilia to reward loyal fans. Given its massive fanbase … 

“We are thrilled to announce the biggest partnership of Oreo and Blackpink in Asia. Music is a key passion point and a great platform to spark playful connections with our consumers. Over the last decade, we have seen the enormous rise of Kpop and its far-reaching influence on Asian culture. Blackpink is at the forefront of this and is one of the biggest icons of the generation. We look forward to bringing millions of Oreo fans and BLINKs together to create moments of play. We hope that the infectious energy of Oreo x BLACKPINK will inspire consumers to Stay Playful & join the exciting activities to follow. Watch this space for more to come!” said Vikram Chandratrey, Marketing Head, Oreo SEA & Indonesia, Mondelēz International. 

According to ASN data, Oreo is the biggest player for the FMCG (Confectionery) category (over US$13m, 15.5%) over the past three years, with the bulk of its sponsorship spends exponentially rising in Q321 (almost US$7m).  Almost all its spends (99.5%) are in China while the tiny remainder goes to India, and Oreo typically deals with branded content (TV) and endorsements with iconic celebrities such as idols and actors.