USA.- This new collaboration between the brand of iconic Oreo cookies and a celebrity will arrive on June next June. This New cookie promises to conquer the palates with a unique flavor inspired by one of the artist’s favorite cravings: the Horcata.
This special edition is designed to attract both loyal consumers and young audiences influenced by pop culture and entertainment.
This launch is part of a global co-branding trend where food brands seek associations with influential figures to strengthen their positioning, generate social conversation and expand their scope to new market segments.
In this case, the alliance with singer Selena Gómez translates into a product that combines distinctive visual design, emotional narratives and the collectible component.
A limited edition cookie
The Horchata Taste cookies not only redesign the packaging, but also the design of the cookie, which incorporates symbols related to the artist’s passions, including music, inclusion and emotional connection with its fans base.
The result is a “deliciously wet” cookie, in line with the classic Oreo consumption experience, but with a unique touch that makes it a collection piece and brand expression.
This strategy is aligned with a phenomenon already observed in the food and beverage industry: the added value of the limited edition as a tool for differentiation at points of sale and digital platforms.
Studies by Kantar and Nielsen highlight that products with strong emotional or narrative identity generate greater repurchase rate among young audiences, especially when they are integrated with shared experiences in social networks.
This cookie will be available in supermarkets and retail stores from all over the United States as of June 9, 2025.
In addition, this special edition will also arrive in other countries such as Canada and Brazil since June 9, and will be available in Australia and New Zealand from June 17, 2025.
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