On February 5, Oreo unveiled its new Post Malone-themed cookie through Snapchat’s Sponsored Snap format—an ad product that delivers full-screen vertical videos directly into users’ chat inboxes. This campaign marks the first time a snack brand has leveraged this in-chat format, offering a creative and engaging way to reach consumers.
What’s in the Campaign?
In the video ads, Post Malone explores an alien world filled with mountainous Oreos, mining the rugged terrain to craft the perfect cookie. His 2016 hit “Congratulations” serves as the backdrop to the fun, otherworldly scene. The campaign encourages users to click a link to learn more about the product and purchase it directly from Oreo’s website.
The Post Malone Oreo cookies feature a swirled salted caramel and shortbread-flavored creme sandwiched between Oreo’s iconic chocolate and golden wafers. The packaging and cookie designs pay homage to Post Malone’s music, featuring nine distinct visuals like butterflies, pickup trucks, and flaming guitars.
Why Snapchat?
Snapchat’s audience makes it a prime platform for this campaign. About 79% of Snapchat users cite music as a passion, according to Snap Inc., making it an ideal spot to connect with Post Malone’s fan base. With 453 million daily active users, Snapchat provides a vast reach, especially through its new Sponsored Snap format.
The Power of Sponsored Snaps
Sponsored Snaps are part of Snapchat’s strategy to offer more full-funnel advertising solutions, including those that drive conversions. This format, tested by entertainment giants like Disney and Universal Pictures, aims to connect brand messaging directly to sales opportunities. In Q4 2024, Sponsored Snaps delivered over 50 million impressions on average in the U.S. for users aged 18 and older.
For snack brands like Oreo, the format offers a unique chance to achieve broad reach while driving consideration and conversions through a clickable link.
Creative and Cultural Moments
“Messaging is at the heart of how our community connects with one another, and Sponsored Snaps are a powerful tool for brands to engage with our large and passionate audience,” said Jason Poinsette, Snap’s U.S. head of food and beverage. “This collaboration with Oreo and Post Malone is a perfect example of how we can bring creativity and cultural moments together to reach Snapchatters where they love to be.”
What This Means for You
- Snack Innovation: Expect more creative and limited-edition snacks as brands experiment with collaborations and unique flavors.
- Interactive Marketing: Campaigns like this show how brands are finding new ways to engage directly with consumers.
- Music Meets Marketing: Post Malone fans can enjoy a sweet treat while connecting with one of their favorite artists.
Final Takeaway
This Oreo and Post Malone collaboration on Snapchat is a fresh and fun example of how brands are evolving their marketing strategies to meet consumers where they are—online, in chats, and tuned into music. Keep an eye out for more creative brand campaigns as digital marketing continues to innovate.