The American singer and actress Selena Gomez has taken another step in her already multifaceted career by collaborating with the iconic Oreo brand to create a new and original cookie taste. Inspired by the horchata, a very popular sweet and refreshing drink both in Spain and in Latin America, this new version of the Classic Dulce seeks to connect with the tastes of generation Z and maintain the cultural relevance of the brand, which has more than a century of history.
“Creating my own Oreo cookies was very fun,” Gomez told the American medium CNN. “I grew up loving these cookies, so being part of this process was a connection between the past and the present for me,” he added. The horchata, inspiration base of this new flavor, varies according to the country: in Spain it is made with chufas, water and sugar, often with a touch of cinnamon or lemon; While in Mexico it is mainly prepared with rice, sugar and cinnamon.
The result of the joint work between the singer and the creators of Oreo is a limited edition cookie that combines a layer of chocolate cream and cinnamon with sugary condensed milk, sprinkled with sugar and cinnamon. This filling is between two chocolate and cinnamon flavor wafers, generating a mixture of sweet and spicy flavors. According to Michelle Deignan, vice president of Oreo in the United States, the development process took approximately 18 months and included multiple tests until he found the ideal combination.
Gomez announced the collaboration through its social networks, where it has more than 420 million followers on Instagram, which makes this association a powerful marketing tool. “I am super excited to share that I am collaborating with @oreo. I am very grateful for the opportunity to create my own taste,” the artist published. The new cookies will be available in the United States from June 2 for online purchases, and will reach physical stores a week later. Its launch is also expected in countries such as Canada, Brazil, Australia and New Zealand in the coming weeks.
This is not the first time that Oreo collaborates with celebrities: he previously did with Lady Gaga and more recently with rapper Post Malone. These associations have proven successful for the brand, not only attracting new audiences, but also promoting sales, especially in an economic context where consumers value each purchase more. “Credible collaborations such as Selena convince consumers to spend the money that has cost them so much to win in a cookie,” Deignan concluded.
