Oreo has teamed up with K-pop band BTS to launch a purple hotteok-flavoured cookie.
The NPD is filled with a sweet cream inspired by hotteok, a brown sugar-stuffed pancake popular in Korean street markets. The cookies feature six embossed designs by the band, including the members’ names, the BTS logo and the group’s signature light stick.
According to Mondelez, the innovation draws on BTS’s childhood memories of enjoying both hotteok and Oreo cookies, making it a “meaningful collaboration that places a piece of their Korean heritage inside an iconic cookie they’ve always loved”. Meanwhile, the packaging design pays homage to South Korea’s street market culture.
The cookies will hit grocery and convenience channels from August for a limited time (rsp: £1.60/157g).
Shoppers are invited to scan QR codes on packs to submit their ‘love letters’ to BTS. Entrants will also be entered into a prize draw to win exclusive Oreo and BTS prizes.
“The excitement around our own Oreo cookie has been incredible, and we’ve loved seeing all of your creativity in your love letters,” said BTS. “We’re so proud of what we’ve created with the Oreo team, and excited that fans in even more places will finally get the chance to try the cookie we worked so hard on together!”
Sophia Burger, brand manager for Oreo, added: “Oreo has always been rooted in playfulness, and our partnership with BTS takes that spirit to a global stage. Together, we have created a limited-edition cookie that celebrates BTS’s energy, their Korean roots and the incredible connections with their fans.”
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