Oreo’s latest collaboration is with a group of characters known for their teamwork – the Marvel superheroes. Starting on February 2, various retailers will carry limited edition packages of Marvel Oreo Stuf of Legends Cookies, featuring embossed designs of characters from the Avengers, X-Men, Fantastic Four, and Spider-Man.
Matt Foley, the vice president of Oreo at Mondelez, shared that they have created 32 unique embossed cookies showcasing different characters from the Marvel universe. This collaboration is on a scale that Oreo has never done before.
Instead of introducing a new flavor, Oreo is focusing on storytelling with this partnership. Fans will have the opportunity to engage by scanning QR codes on the packages, registering, and voting on the route a truck should take while avoiding Marvel villains. Each vote and scan will earn entries into a sweepstake with exciting prizes up for grabs.
The planning for this collaboration took two years, with Oreo and Disney discussing a Marvel team-up since their successful collaboration with Star Wars. Liz Shortreed, senior vice president Americas & Global Softlines, Disney Consumer Products, mentioned that Oreo’s values and commitment to creating unforgettable experiences align well with Marvel’s iconic characters.
Each package will contain a random assortment of character cookies, ensuring fans are surprised with each purchase. Oreo worked closely with Marvel artist Todd Nauck to ensure the depictions of the characters on the cookies were authentic.
Oreo has a history of releasing new flavors and collaborations that generate excitement and engagement with consumers. These collaborations bring in new customers and create awareness of the brand’s product line. Foley expressed that these partnerships are incremental for the business and drive energy and excitement among customers.
Overall, the Marvel Oreo partnership is set to bring beloved superheroes into people’s homes in a unique and innovative way, adding a touch of magic to everyday snacking.
