Double-Stuffed Brilliance: OREO x Post Malone
When you think of Post Malone, your mind probably jumps to hit songs, bold tattoos, and a vibe that’s uniquely his own. Now, he’s added another twist to his already diverse portfolio-an OREO twist, to be exact. The OREO x Post Malone collaboration, launching February 3rd, is a testament to how brands can seamlessly fuse pop culture with product innovation to create a winning campaign.
Salted caramel and shortbread creme, swirled together and sandwiched between a chocolate OREO cookie and a golden cookie. It’s unexpected. It’s decadent. It’s a flavor profile that refuses to play by the rules-just like Post Malone.
Unlike previous OREO collabs (Lady Gaga’s Chromatica cookies), this isn’t just about slapping an artist’s name on a product. OREO actually gave Post Malone the freedom to create something unique in their kitchen, resulting in a cookie that feels personal and completely on-brand for him.
It Tells a Story
This isn’t your average OREO; it’s a mini art gallery. Each cookie features one of nine designs inspired by Post Malone’s music and persona, including a vinyl record, a sunflower, a guitar pick, and a pickup truck that echoes the album cover of F-1 Trillion.
These details aren’t just fun Easter eggs for superfans-they’re storytelling tools. Every design connects the product to Post Malone’s identity, making it a collectible experience.
2. Packaging That Feels Personal
OREO didn’t stop at flavor and visuals-they took it a step further with their packaging. Each pack features a handwritten note from Post Malone himself, giving fans a direct connection to the artist. It’s intimate, thoughtful, and in line with the trend of making mass-market products feel one-of-a-kind.
3. The "Taste Twist" Experience: Fans in the Driver’s Seat
The “Taste Twist” Digital Experience isn’t just a gimmick; it’s a genius way to let fans feel like they’re part of the creative process. By inputting their musical preferences, fans can generate their own custom OREO flavor-and even win prizes like personalized cookies or signed Post Malone posters.
Bullseye on creating an experience. And in today’s world of experiential marketing, that’s a game-changer.
4. Limited-Edition
OREO and Post Malone nailed the art of anticipation. With early access signups and a presale starting January 27, the campaign builds hype without overwhelming the audience. By the time the cookies officially drop on February 3, superfans (me) will already be lining up to get their hands on them.
At its core, this collaboration works because this campaign has nailed the art of storytelling in a way no other food brand has. The flavors, designs, packaging, and digital experience all work together to create a campaign that feels fresh, personal, and undeniably fun. It’s a perfect blend of nostalgia and modern pop culture, proving that even a classic brand can still surprise us.
And for fans of Post Malone, cookies, or just great marketing, it’s one worth savoring.