OREO launches BLACKPINK makeover with new work for Mondelez by Publicis Groupe Indonesia
The world’s favourite cookie OREO has teamed up with K-Pop sensation BLACKPINK in an epic collaboration, created by Publicis Groupe Indonesia for Mondelez.
Two iconic BLACKPINK-inspired flavors will soon be available in seven Asian markets and launching via the #OREOBLACKPINK campaign. This integrated, Asia-wide campaign allows millions of BLACKPINK fans in Asia to access the fantastic world of OREO X BLACKPINK via the product and packaging itself.
A new ‘Black’ version of the OREO cookie will feature pink strawberry create filling, while a ‘Pink’ version features a pink OREO cookie with dark chocolate cream filling. All regular OREO flavours will also don the limited-edition BLACKPINK packaging.
The #OREOBLACKPINK campaign kicks off with a TV commercial, which embodies the playfulness of OREO and BLACKPINK.
Inside each limited-edition packet, BLACKPINK fans – BLINKs – will discover 10 collectible photo cards. They can also access personalized AI-powered video messages and mobile wallpaper downloads via www.OREOBLACKPINK.com, with eight videos to be collected, two from each BLACKPINK member.
Publicis Groupe Indonesia led the creative, media and PR duties for Mondelez to launch #OREOBLACKPINK, ensuring every touchpoint is activated and every experience is sharable.
Vikram Chandratrey, Head Of Marketing, Indonesia & OREO (South East Asia), said: “We are absolutely thrilled to welcome international Kpop sensation, BLACKPINK as brand ambassadors for our newest collaboration in Asia. 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. OREO has worked very closely with the 4 members of BLACKPINK, JISOO, JENNIE, ROSÉ, and LISA to co-create a bespoke range of limited-edition cookies, collectible picture cards and AI powered personalized videos that will give BLINKs an up-close experience with their idols to encourage them to Stay Playful.”
Ravi Shanker, Chief Creative Officer at Publicis Groupe Indonesia and Creative Lead for OREO Southeast Asia said: “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. Created for Mondelez, our communications give OREO and K-pop lovers a chance to engage with BLACKPINK’s more playful side.”
The campaign will launch across Southeast Asia in early 2023 and is supported by on-ground and digital activations. The seven markets to carry the campaign are Singapore, Vietnam, Thailand, The Philippines, Indonesia, Korea and Malaysia. While some markets are starting in January, a few will go live with the campaign post-Lunar New Year in February.
Across Southeast Asia, OREO is known for driving local relevance in the region. OREO x BLACKPINK is OREO’s latest collaboration with some of the biggest names in show business, joining the ranks of OREO x Lady Gaga at the edge of glory, a campaign that ran in the U.S, Canada and Europe in 2021. OREO x BLACKPINK will be exclusively sold in Asian markets, including Indonesia as well as Thailand, the Philippines, Malaysia, Singapore, Vietnam & South Korea.
Credits
Client: 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
Creative Agency: 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 Graphis Designer: Vebry Wijaya
Production House:
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
