Brand Strategy Oreo K-pop

Oreo K-Pop collab delivers a BlackPink cookie makeover


By John Glenday, Reporter

February 1, 2023 | 4 min read

Oreo is shaking up its signature monochrome look with a colorful K-Pop collaboration with Southeast Asian singing sensation BlackPink.


Oreo K-Pop collab delivers a BlackPink cookie makeover

A literal interpretation of its newest brand ambassadors has seen Mondelez and Publicis Groupe Indonesia introduce pink and black variants of the popular biscuit, treating fans across the continent to strawberry and chocolate cream.

The Oreo x BlackPink partnership extends to the packaging with regular flavors also donning the limited edition look that draws on the playful nature of the brand and band.

Vikram Chandratrey, head of marketing, Indonesia and Oreo (South East Asia) commented: “This campaign will see BlackPink, known for their fierce, resilient and confident image, unleash their playfulness when they ‘Twist, Lick and Dunk’ with Oreo, a favorite cookie among many Asian families that begs to be played with.”

An accompanying TV commercial announces the tie-up, which seeks to win over K-Pop fans to the pleasures of snacking by offering a range of 10 collectible photo cards. The interactive mashup also extends to personalized AI-powered video messages and wallpaper downloads to cater to all tastes.

Ravi Shanker, chief creative officer at Publicis Groupe Indonesia, adds: “This is not a campaign to be watched, it’s a campaign that’s designed to be collected, experienced and shared, bringing two iconic brands together to create moments of play.”

Launching across Southeast Asia with a slew of physical and digital activations the partnership extends Oreo's penchant for musicians following a similar tie-up with Lady Gaga in the West. It follows a pet adoption campaign illustrating the brand's caring side.


Mondelez – Oreo, SEA

Vice-president, marketing, at Mondelez International: Nikhil Rao

Head of marketing Indonesia and Oreo SEA: Vikram Chandratrey

Senior brand manager, Oreo, SEA: Jovena Loon

Publicis Groupe Indonesia

CEO: Sony Nichani

CCO: Ravi Shanker

CD: Dafi Alfadila

Sr. AD: Randy Handoko

AD: Septian Listyanto

Copywriter: Evlin Debora

Regional business director: Monideepa Nandi

Associate account director: Avisenia Qashashi

Sr account executive: Putri Andarini & Athaya Thalla

Associate social media director: Timothy Laksmana

Social media supervisor: Rezzi Saputra

Motion graphics designer: Vebry Wijaya

Director: Liukh

Assistant Director: Semi Kim

Producer: Dongho An

Executive producer: Chloe Ko

DOP: Jooyoung Ha

Gaffer: Hansuk Go

Art director: Kyungeun Lee

Photographer: Jungwook Mok

Media partner: Spark Foundry, Publicis Groupe

PR partner: MSL, Publicis Groupe

Production partner: Media Monks

Brand Strategy Oreo K-pop

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