Lady Gaga and Oreo Team Up for Musical Messages of Kindness—and Cookies
Pink-colored, vanilla-flavored Oreo cookies with creamy green filling. Such is the stuff—and the stuffing!—of the Nabisco brand's team-up with pop superstar Lady Gaga.
Available in six-packs starting in January, and full-size packs later on, the treats feature design flourishes inspired by herself's sixth album, Chromatica, which dropped in May.
⚔️ LADY GAGA x @OREO x #Chromatica 💓 Dropping soon! pic.twitter.com/Gtd5qeZXZi— Lady Gaga (@ladygaga) December 2, 2020
Hopefully, the brand will preserve some of the limited-edition Gaga cookies in its apocalypse-proof vault for posterity.
Developed with The Martin Agency, the campaign also boasts a "Sing It With Oreo" contest, running Dec. 15 through the end of April, inviting fans to scan QR codes and record "messages of kindness." These "Oreograms," as they're called, will be instantly turned into songs for sharing with friends and family. (Have they considered Oreograhams? Mmmm.) Prizes include a trip to one of Gaga's concerts, pandemic permitting, and a chance to chill with the star.
"Over the last few years, music has become a key element of our purpose to spread more joy and playfulness in the world through partnerships and entertainment properties alike," says Oreo senior director Justin Parnell. "We cannot wait to unleash her world of Chromatica on our Oreo cookie and encourage fans to spread musical messages of kindness to create a brighter and more connected country."
Oreo frequently displays its commitment to kindness in LGBTQ+ initiatives, such as this touching film—and Pride Rainbow cookies—created in October with PFLAG and 360i.
Client: OREO, Mondelez International
Senior Director, OREO Brand Equity - Justin Parnell
Marketing Director, US OREO Equity - Marion Delgutte-Saenen
Brand Manager, US OREO Equity - Lauren Flanigan
Senior Associate Brand Manager, US OREO Equity – Camille Bridges
Creative Agency: The Martin Agency
EVP, Chief Creative Officer – Danny Robinson / Karen Costello
SVP, Managing Director Production & Digital - Tasha Dean
SVP, Executive Producer – Brett Alexander
SVP, Global Account Director – Britta Dougherty
SVP, Global Strategy Director – Lance Koenig
VP, Group Account Director – Gillian Merrill
Account Director – Liz Valentine
Account Supervisor – Claire Gano Brown
Account Executive – Darius Watkins
SVP/Global Group Creative Director – Jordi Martinez
Associate Creative Director – Henrique Santiago
Senior Copywriter – Lassiter Stone
Senior Graphic Designer – Whitney Boggs
Designer – Summer McClure
Designer – Brooks Heintzelman
VP, Executive Producer – Kim Zaninovich
Senior Digital Producer – Lee Khleang
Creative Technology Director - Filip Williander
VP, Group Planning Director – Andrew Augeri
Strategy Director - Cecelia Parrish
SVP, Director of Business, Legal and Financial Affairs – Dusty Slowik
Business Affairs Manager - Emily Goodman
Senior Studio Artist – Melissa Wiseman
Print Producer – Jamie Dollins
Junior Print/ Product Producer – Amy Zhang
Lead Production Partner: MediaMonks
Universal Music Group
CAA Brand Consulting
Social Agency: 360i
PR Agency: Weber Shandwick