Oreo rocks out with BTS limited-edition cookies
The Mondelēz brand and the K-Pop group have joined on a Korean-inspired product.
RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook (members of the K-Pop band BTS) are joining forces with Mondelēz International’s cookie brand to drop the limited-edition Oreo and BTS cookies. The brown sugar–pancake-flavored Oreo cookie was created in partnership with BTS and dedicated to its fans. According to Mondelēz, the collaboration will kick off a playful global movement across 80+ markets with BTS and the Oreo brand.
The brand reports that the partnership is the latest expression of Oreo’s strategy to disrupt the competitive snack market by curating creative collaborations unique to Oreo. Brand representatives state that with the help of BTS, the team is looking to start a “global conversation that brings our playfulness to life, sparks fan excitement, and ultimately leads culture.”
The Oreo and BTS cookies are filled with a sweet creme that remixes the flavors of hotteok, a warm, brown sugar–stuffed pancake popular in Korean street food markets. BTS members reportedly have fond childhood memories of eating not just hotteok but also Oreo, making the partnership (according to Mondelēz) “a deeply meaningful collaboration that places a piece of their Korean heritage inside an iconic cookie they’ve always loved.”
“For Oreo to be the first snacking brand we’ve collaborated with globally is a huge honor. We ate them as kids, we eat them in the studio, and now Oreo is helping us share a taste of home with the world,” says BTS. ”We’re just so proud to add our own chapter to Oreo's amazing story.”
BTS reportedly poured their love for BTS fans into the outside of their Oreo cookies, too. As the band celebrates its 13th anniversary, the cookies feature 13 unique embossments BTS designed for their followers—including the band member names, a BTS light stick, and three Oreo cookies that form a special message to BTS fans. Embossments included within each pack will vary.
While the unique Oreo cookie embossments are intended to celebrate the BTS fandom, the design on the packs is an homage to South Korea’s street market culture—a bustling tapestry of sights, sounds, and foods like hotteok. From the moment they hold the pack, consumers are invited to get a taste of the “energy and excitement that is such a key part of the South Korean experience,” according to Mondelēz.
Mondelēz says that it is also “rallying Oreo and BTS fans to help create the world’s largest love letter to BTS.” Beginning June 8, consumers are invited to “join the movement” by scanning the QR code on the cookie pack or visiting us.OREOBTS.com, to write a digital letter to BTS. As letters pour in, visitors will also be able to read each other’s words to the band. Participants have the chance to win exclusive Oreo and BTS prizes.
“At its core, this partnership is about shared passion. We’re uniting BTS's incredibly dedicated fanbase with our own loyal Oreo fans to create something genuinely new and exciting,” says Matt Foley, VP of marketing for Oreo. “It’s this commitment to uniting our fanbases that keeps us at the forefront of pop culture and demonstrates how a brand with a rich history can continue to lead the conversation.”
The limited-edition Oreo and BTS cookies will be available for presale starting on Monday, June 1, at OREO.com/UnwrapTheCollab. The Oreo cookies will begin rolling out at retailers starting on June 8, and will be available only for a limited time, while supplies last.
Related: Consumers talk about Oreo snack cakes, Mondelēz listens
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