BLACKPINK x Oreo Collaboration

MARKETING ANALYSIS

BLACKPINK x Oreo

Campaign Overview

The collaboration launched in select Southeast Asian markets and featured custom packaging, new Oreo flavors (“Black” with strawberry filling, “Pink” with dark chocolate), and BLACKPINK-branded regular Oreos. Each pack came with collectible photo cards, interactive AI-powered video messages, and downloadable mobile wallpapers. This partnership aimed to engage fans and drive excitement through exclusivity and digital experiences.

Image: BLACKPINK x Oreo packaging, via NME, 2023.

The Brands

  • BLACKPINK

    BLACKPINK is a South Korean girl group, formed by YG Entertainment in 2016. Consisting of Jisoo, Jennie, Rosé, and Lisa, they are know for their powerful image, influence, and confident, empowering music. Their massive global fanbase and strong pop culture presence make them a top influencer brand in both music and fashion.

  • Oreo

    Oreo is the iconic sandwich cookie brand famous for its “twist, lick, dunk” ritual. Sold in over 100 countries and recognized as America’s best-selling cookie, Oreo continues to innovate with playful marketing and limited-edition releases that appeal to fans of all ages around the world.

Target Audience

Primary

Gen Z (13 - 25)

  • K-pop–lovers who crave shareable, collectible experiences.

Millenials (26-40)

  • Nostalgic Oreo fans drawn to Blackpink’s influence, bridging childhood favorites with current trends.

Secondary

Snack Enthusiasts & Families

  • Looking for new flavors and shareable experiences.

BLACKPINK Fans “Blinks”

  • A highly engaged global community driving buzz, UGC and campaign virality.

Geographic Focus

Indonesia, Philippines, Thailand, Malaysia, Singapore, Vietnam and South Korea.

Collaboration Objectives

BLACKPINK Objectives

  • Expand visibility and cement cultural relevance in key Asian markets

  • Drive deeper fan engagement through exclusive packaging, flavors, and AI-powered video messages

  • Reinforce BLACKPINK’s position as a global cultural force alongside their “Born Pink” tour

Oreo Objectives

  • Increase sales in Southeast Asia and capture #1 market share in biscuits

  • Forge an authentic connection with Gen Z by riding the K-Pop wave

  • Boost brand awareness and social engagement

Official: BLACKPINK x Oreo Packaging, 2023.

Product Design & Packaging

Limited Edition Cookies

  • Black Oreo with pink strawberry cream

  • Pink Oreo with dark chocolate cream

Signature Packaging

  • BLACKPINK logo & color scheme on all packs

  • Also applied to regular Oreo varieties

Collectible Extras

  • 10 member photo-cards per pack

  • QR codes for AI-powered video messages

  • Mobile wallpaper downloads

Official: BLACKPINK x Oreo Packaging, 2023.

Marketing Channels & Activations

Social Media

TikTok hashtag challenges & branded effect → 2M+ fan videos & Influencer pushes (e.g., Rosé’s posts).

Commercials

TV spot by Publicis featuring new BLACKPINK “Twist, Lick, Dunk” track.

Digital Touchpoints

Dedicated campaign site for videos & wallpapers as well as E-commerce partnerships (Shopee, Lazada).

Events & Launches

On-ground activations across Southeast Asia markets.

Official: BLACKPINK x Oreo Commercial, 2023.

Partnerships, Hashtags & UGC

Core Partners

BLACKPINK (talent & IP), Publicis Groupe Indonesia (creative, media, PR), and E-retailers: Shopee & Lazada (distribution)

Official & Fan Hashtags

#OREOBLACKPINK, #BlackpinkOreo, #Blinkstagram

UGC

TikTok dance/challenge videos, fan art & memes, and unboxing & photo-card reveal clips

Success Metrics

Sales Impact

  • +29.7% sales uplift in Southeast Asia; +25% off-take (Dec 2022–Feb 2023)

  • #1 biscuits & cookies brand in Jan 2023

Social Media Engagement

  • 16.2 M likes, 91 K comments; 15 K #OREOBLACKPINK posts

  • 2 M+ UGC videos via TikTok challenge; KOL engagement 6× brand average

  • AI-powered video messages drove shareable, personalized fan content

PR & Press

  • PR value 6× target; featured in Hypebeast, Hypebae

  • Recognized as a top 2023 K-Pop collab in Southeast Asia

  • Strong positive sentiment & high recommendation rates (Indonesia)

Why It Worked

Brand Synergy

“Playful connections” aligned Oreo’s fun spirit with BLACKPINK’s energetic image

Rode the K-pop wave to deeply resonate with Gen Z in Southeast Asia

Expanded Oreo’s focus from moms/kids to the influential 16–25 demographic

Product Buzz & Engagement

28% sales uplift; 2M+ TikTok videos under #OREOBLACKPINK

Limited-edition pink/black cookies created instant fan favorites

Fandom Activation

10 collectible photo-cards + AI video messages drove “pack-tivation”

Fans felt personally connected and shared content en masse

Pop Culture Currency

Cemented Oreo’s relevance by partnering with a global K-Pop icon

Execution & Personalization Gaps

Although the campaign utilized AI to deliver personalized messages, continuously refining the personalization aspect and exploring new technologies like augmented reality could enhance engagement and avoid potential execution gaps in future campaigns.

Conclusion

Overall, the BLACKPINK × Oreo collaboration was a resounding win: it drove nearly 30% sales growth in Southeast Asia, secured Oreo’s #1 position in the biscuits category, and amplified fan engagement in harmony with the Born Pink Tour. The innovative use of AI-powered video messages created personal moments for fans, though limiting the number of winners could elevate exclusivity and deepen emotional connection. At its core, this simple yet strategic partnership proves that cultural alignment, collectible incentives and immersive digital experiences can powerfully revitalize a legacy brand and forge lasting connections with new generations.