Beverage giant Coca-Cola and cookie powerhouse Oreo are joining forces for a limited-edition co-branded campaign dubbed “Besties.” Launching in September, the collaboration features two new products: the OREO® Coca-Cola™ Sandwich Cookie and Coca-Cola® OREO™ Zero Sugar Limited Edition beverage.
A playful twist on classics
This strategic partnership capitalizes on both brands’ global recognition and playful personalities. The limited-edition cookie boasts a unique design with two chocolate “basecakes,” one infused with Coca-Cola syrup, and a red-colored version embossed with the Coca-Cola logo. The white creme center features a “fizz” sensation thanks to embedded popping candies. The beverage, meanwhile, promises the classic Coca-Cola taste with “flavorful hints inspired by Oreo cookies.”
“Bringing together the playfulness of OREO and the Real Magic of Coca-Cola is unexpected, but also feels right because our brands are alike in so many ways,” said Oana Vlad, Global Vice President – Brand Strategy at The Coca-Cola Company. “As a first-of-its-kind collaboration for both brands, we are thrilled for besties around the world to join us in celebrating new products, great experiences and unexpected moments of connection.”
Marketing beyond products
The “Besties” campaign extends beyond the food and beverage offerings. Coca-Cola and Oreo are also partnering with Spotify to create a “Bestie Mode Digital Experience.” Fans can scan a QR code and participate in a program that merges music preferences with their closest friend, ultimately generating a co-curated playlist.
Additionally, a “Bestie Mode” merchandise line launches mid-September at Forever21, featuring apparel, accessories, and drinkware with retail prices under $20.
Strategic innovation
This collaboration aligns with both brands’ recent innovation strategies. Oreo’s history of special edition flavors like Jelly Donut and Watermelon is mirrored by Coca-Cola’s “Creations” platform, which focuses on novel taste experiences. This team-up not only offers consumers something new but also potentially attracts younger demographics interested in unique flavor combinations.
The global campaign was created by WPP Open X and OREO brand agency partners. Agency Credits: AKQA, TMA, EssenceMediacom, VaynerMedia, Ogilvy, Weber Shandwick, Golden UK, Bulletproof, Dentsu, VML, and PXP.
