Oreo is expanding its range from cookies to clothing with the launch of its first fashion collection, devised in collaboration with three European Instagram influencers.
Developed in partnership with creative agency Elvis ‘Oreo Twist Your Style’ is supported by promotional activity across TV, social, digital and in-store activity across 11 European markets.
Incorporating Oreo imagery, the scheme saw Samantha Faiers from the UK, Anne-Laure Mais Moreau from France and Yvonne Pferrer from Germany each create a denim jacket for the collection, which includes a range of t-shirts, bum bags and bucket hats.
Vira Ponomarenko, manager for Oreo Equity and Base, commented: “Developing this collection enables us to spark playful connections with our audience. The work plays on the fact that Oreo is more than just a cookie – it’s an icon in its own right. We’re giving Oreo fans the opportunity to win an exclusive piece of the brand they love.”
Elli Stone, creative at Elvis, added: “Oreo is a true cultural icon. We wanted to create something fresh and exciting that Oreo had never done before, but still had the cookie’s unmistakeable playful spirit at its core: a unisex fashion collection that Oreo lovers would be buzzing to get their hands on.”
The fashion drive follows a move by Oreo-owner Mondelez to crack the voice-activated e-commerce market with Amazon Alexa.
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Oreo is a commercial brand of cookie usually consisting of two chocolate wafers with a sweet creme filling in between, and are marketed as “Chocolate Sandwich Cookies” on the package.
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