Selena Gomez OREO  

Selena Gomez & OREO launched a scannable cookie unlocking exclusive music, blending product, digital play, and fandom culture.

OBJECTIVE:
The OREO x Selena Gomez collaboration introduced a horchata-inspired cookie featuring two distinct creme layers: one chocolate-cinnamon and the other sweetened condensed milk with cinnamon sugar.

RESULT:
The cookies debuted six unique embossment designs inspired by Selena’s world, including a first-of-its-kind OREO featuring Selena’s signature embossed directly onto the cookie.

To deepen fan engagement, consumers were invited to unlock an exclusive remix of Selena Gomez’s hit song, “I Can’t Get Enough.” Fans accessed the track by discovering the signature cookie, found in one out of every three packs, and scanning it through OREO’s digital experience.

This collaboration marked several firsts for OREO, including the brand’s first scannable cookie and its first exclusive music release tied directly to product interaction. By blending product innovation, digital gamification, and fan-driven storytelling, the campaign delivered a highly immersive experience that strengthened OREO’s cultural relevance and reinforced its position at the intersection of food, music, and fandom.