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Fashion Marketing

Oreo debuts a clothing collection with Instagram influencers


By John Glenday, Reporter

January 14, 2020 | 2 min read

Oreo is expanding its range from cookies to clothing with the launch of its first fashion collection, devised in collaboration with three European Instagram influencers.


Oreo develops a taste for fashion in debut clothing collection

Developed in partnership with creative agency Elvis ‘Oreo Twist Your Style’ is supported by promotional activity across TV, social, digital and in-store activity across 11 European markets.

Incorporating Oreo imagery, the scheme saw Samantha Faiers from the UK, Anne-Laure Mais Moreau from France and Yvonne Pferrer from Germany each create a denim jacket for the collection, which includes a range of t-shirts, bum bags and bucket hats.

Vira Ponomarenko, manager for Oreo Equity and Base, commented: “Developing this collection enables us to spark playful connections with our audience. The work plays on the fact that Oreo is more than just a cookie – it’s an icon in its own right. We’re giving Oreo fans the opportunity to win an exclusive piece of the brand they love.”

Elli Stone, creative at Elvis, added: “Oreo is a true cultural icon. We wanted to create something fresh and exciting that Oreo had never done before, but still had the cookie’s unmistakeable playful spirit at its core: a unisex fashion collection that Oreo lovers would be buzzing to get their hands on.”

The fashion drive follows a move by Oreo-owner Mondelez to crack the voice-activated e-commerce market with Amazon Alexa.

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Oreo is a commercial brand of cookie usually consisting of two chocolate wafers with a sweet creme filling in between, and are marketed as "Chocolate Sandwich Cookies"...

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