Dive Brief:
- Mondelez International's Oreo brand has partnered with The Carlyle Group-owned fashion label, Supreme, to release a new co-branded red cookie, according to a report in the New York Post.
- The streetwear brand unveiled its spring-summer line this week, and one of the items listed for sale is a red double stuff Oreo cookie with the Supreme logo baked in. The three-pack of cookies will cost $8 and will be available at NYC Supreme stores on Feb. 20th and then online next week, per the report.
- The fashion brand promoted the new cookie on its Twitter account on Monday, generating more than 66,000 likes and more than 18,000 retweets.
Dive Insight:
Supreme has teamed up with Oreos to help build buzz around its latest collection and drive people to its website and into stores. The product collaboration follows other recent partnerships between streetwear brands and fast food or snack brands, as mass marketers look for partners to help them build lifestyle brands that appeal to youthful and highly engaged consumers.
Supreme x @Oreo
— The Supreme Saint (@TheSupremeSaint) February 17, 2020
Coming Soon. pic.twitter.com/I6vlUpOBq5
Such crossovers present an opportunity for brands to reach new audiences and generate social media fodder as people share images of these limited-edition products online. Red Supreme-branded Oreos are ripe for this kind of social media sharing, as Supreme’s initial reveal on Twitter has proven. The likes and retweets surpassed Supreme-branded Ziploc bags, a Mac tool workstation and a Tupac hologram, per the Post.
By creating a branded cookie in red, a specialty color for Oreo, and Supreme's brand color, the retailer is feeding its loyal followers with a tempting item while continuing a strategy of coming out with unique products not typically associated with an apparel label. Two years ago, the retailer ran a front-page wraparound ad on The New York Post that led fans of the brand to snap up papers. The papers sold out and were later listed as collector's items online at sites like eBay at 10 times the original cost. A package of the Supreme Oreos is already on eBay with the leading bid over $500.
Tie-ups between streetwear brands and mass marketers don't appear to be going away anytime soon. Popeyes released a capsule collection inspired by Beyonce’s Ivy Park aiming to get loyal fans to wear its gear, and Sprite recently debuted a new ginger-flavored beverage by launching a streetwear line.
