From embossed fan tributes to a cinnamon-sugar flavor rooted in nostalgia, Selena’s OREO isn’t just a treat, it’s a story, and a cultural brand collab masterclass.
What do you get when one of the world’s most beloved pop stars helps reinvent one of the world’s most iconic snacks?
You get horchata-flavored magic. You get fan-designed embossments. You get an OREO that signs autographs. Literally.
This week, the OREO Cookies dropped a collab that’s got both marketers and Selenators talking: Limited Edition Selena Gomez OREO Cookies, available for presale in early June and rolling out globally soon after.
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The cookie itself is a flavor-layered tribute to Selena Gomez’s childhood and cultural roots: chocolate and cinnamon creme atop a layer of sweetened condensed milk creme, dusted with cinnamon sugar inclusions and housed between chocolate cinnamon wafers. If horchata could be dunked in milk, this would be it.
But what makes the campaign stand out isn’t just what’s inside the cookie, it’s what’s behind it.
This is not just a celebrity endorsement. Selena co-designed the flavor, created six original embossments, and even included a hidden gem: an exclusive cookie with her signature, a first for the OREO brand. And she did not even stop there. She made sure that the collaboration would have real depth, with a donation to her Rare Impact Fund supporting youth mental health.
“Making my own OREO cookie was a lot of fun. I grew up loving them, so being able to be a part of the process was a full-circle moment,” Gomez said in a news release. “I wanted to find a way for it to feel comforting and have a bit of nostalgia from my childhood. The cinnamon flavor gives it this horchata feel, and I’m excited for my fans to try it.”
And that’s the real story: this isn’t just a brand collab. It’s a blueprint for how brands can show up with creators, not just through them.
It’s personal. It’s nostalgic. It’s playful. It’s culturally tuned.
I hope they drop the Benny Blanco OREOs next. Imagine the chaos.
