In the past, Oreo has teamed up with Lady Gaga, Pokémon, and Ritz on new limited-time flavors. Now it works with… itself. And Martha Stewart.
The latest limited-edition cookie from the cookie brand is an Oreo stuffed with Oreos.
Dubbed “the most OREO OREO”, the cookie is made with the usual chocolate wafers, filled (in the extreme “Most Stuf”) with a cream containing mixed Oreo pieces, for a cookie-n-meta experience. cream. The flavor is available for pre-sale on the Oreo website starting Tuesday and will be available at major retailers nationwide starting January 30 for a suggested retail price of $4.99.
The packages come with a QR code that allows buyers to access online games and win prizes in the so-called Oreoverse – Oreo’s entry into the metaverse, a virtual space where people interact through avatars. Those with VR headsets can use them to access the Oreoverse. Others can simply use their phone or computer.
For brands, the metaverse promises a whole new way to reach younger customers, and Oreo isn’t the only brand trying to market to people using new online spaces.
Coca-Cola (KO) has paired its high-profile limited-edition flavors like Starlight, Byte, and Dreamworld with online experiences including virtual concerts, digital outfits, and custom locations in video games like Fortnite. Kraft Heinz (KHC) placed Lunchable logos in Roblox and Heinz-sponsored rest areas in Call of Duty.
Oreo sees it as a new way to reach consumers and for them to interact.
“We love creating new opportunities for our fans to connect with each other,” Oreo Senior Brand Manager Julia Rosenbloom said in a statement announcing the new flavor, noting “we’re excited to be entering the metaverse. !”
To help launch the Oreoverse, Oreo enlisted Martha Stewart and Ryan McCallister, her gardener and quarantine buddy. On Monday, Stewart and McCallister will share their Oreoverse experiences on Oreo social media.
Stewart also recently partnered with Tito’s Handmade Vodka in a tongue-in-cheek campaign that offers those observing dry January more ways to use vodka, like putting a splash (or two) in a marinara sauce or deodorizing stinky boots.
– CNN’s Jordan Valinsky contributed to this report.