Mondelēz International has given its classic blue Oreo Original pack a makeover inspired by the 2020 album, Chromatica, in a new collaboration with singer Lady Gaga.
The pack has had a Gaga make-over, transforming into a vibrant pink colour in a Chromatica-inspired design, and every pack offers the chance to enter into a draw to win music prizes.
“This collaboration is inspired by the world of Chromatica, where kindness rules all things,” said Lady Gaga.
Shoppers can also scan a QR code to get access to Gagagrams, which are uplifting messages from the singer, to share with friends, family, colleagues and loved ones.
Oreo will also launch a competition for shoppers, challenging them to share their own rendition of Stupid Love, the lead album track.
From 1 February, the best ones will have their entry video edited to create a virtual duet music video alongside Lady Gaga.
Bryony Tate, brand manager for Oreo at Mondelēz International, said: “Shoppers can finally get their hands on this exciting collaboration, with the product hitting shelves. Beyond our delicious cookies, there are so many ways to get involved – from sharing messages of kindness, to musical prizes and even the chance to have your Stupid Love rendition mashed-up into a virtual music duet with Lady Gaga. We hope this partnership creates excitement in-store”.
The limited-edition packaging is available on Oreo vanilla single 154g pack, Oreo Vanilla 308g twin pack and PMP versions.