Testimonials and limited editions: Lady Gaga and Oreo launch a version of the most famous cookies in the world with custom packaging dedicated to the Chromatica album
Testimonials and limited editions: the iconic Lady Gaga got to modify the look of the Oreos and their packaging to embrace the colors and themes of her latest Chromatica album. Released in 2020, the record sees the histrionic singer of Italian origin bring us to a strange pink and green planet. In the USA, Oreo cookies will be two pink discs with themed decorations and a green cream in between. Even the packaging will be somehow shocking, with customizations reminiscing of the Oscar winner for the Shallow soundtrack. Impressive is the fake gash on the packaging revealing the contents it is a actually photo) topped with the writing Lady Gaga in silver foil.
The value of kindness
The little Monsters, as fans of the pop star are affectionately called, will therefore be able to enjoy their Oreos in a package aimed at enhancing kindness as a value to be inspired and shared throughout the world. As a matter of fact, Lady Gaga has always stood up against bullying, for which she suffered a lot as a teenager and she is a great ambassador of solidarity.
Of course, the campaign is supported by a massive deployment of marketing forces. Let’s start with the video of the spot on YouTube that has so far generated more than half a million views. We then proceed to participate in a unique contest: consumers can download musical messages of kindness via a QR code on the packages and win a meet and greet with their favorite singer!
Dedicated posts on social platforms are a must have. Oreo announces the event on Instagram, tagging the prestigious testimonial. The hype among the fans is already through the roof.
For the aficionados there is also the classic version of the vanilla cream cookie with the modified packaging. Very practical is this seal end box, again featuring the concept of the torn packaging with the stylistic signature of Lady Gaga. Please note that the machinable box is used when the product is automatically packaged on filling lines. To facilitate the close of the flaps, half cuts are added, which function is to “break” the cardboard fibre. In this way, the flap closes more easily, allowing the packaging line to run at a higher speed.
The results for campaigns based on testimonials and limited editions are always noteworthy. This initiative by Oreo is already crackling as the senior director Justin Parnell confirms: “The response has been incredible and has far exceeded our wildest expectations”.
Conclusions
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