There’s a reason Oreo has remained a household name for over a century. It’s not just about the cookies—it’s about how they constantly find new ways to connect with people. And this time? They’ve raised the stakes, teaming up with Post Malone for a Snapchat campaign that’s rewriting the rules of snack advertisements in the digital era.
We live in a world where people scroll past ads like they’re dodging spam emails. Brands are desperate to break through the noise, but most just get ignored. Oreo? They’re doing the opposite. Instead of fighting for attention in overcrowded feeds, they’ve found a way to show up where people are already engaged: their Snapchat chat inbox.
A Fresh Take on Snack Advertisements: Oreo Slides Into Your Snapchat DMs
The idea is deceptively simple: rather than relying on traditional snack advertisements that people can easily scroll past, Oreo’s latest campaign delivers Sponsored Snaps straight into Snapchat users’ chat inboxes. That’s the same inbox where people message friends, send memes, and make weekend plans.
Why is that a big deal? Because Snapchat’s chat feature is one of the most frequently visited parts of the app. With 453 million daily active users, Oreo isn’t just placing an ad—they’re embedding themselves into real conversations, making their campaign nearly impossible to ignore.
But it’s not just about placement—it’s about execution. This isn’t some static, forgettable ad. It’s a surreal, mini-epic featuring Post Malone mining mountainous Oreos, forging the perfect cookie, all while his 2016 hit Congratulations plays in the background. It’s immersive. It’s bizarre. It’s fun. And that’s exactly why it works.
Why This Isn’t Just Another Celebrity Endorsement
Celebrity endorsements are old news. Slap a famous face on a product and hope it sells? That marketing strategy is outdated. Consumers don’t just want a name—they want an experience.
Oreo gets this. They didn’t just put Post Malone’s face on a package and call it a day. They went deeper, weaving him into the very DNA of the product. The limited-edition cookies? They come in a swirled salted caramel and shortbread-flavored crème, a nod to the artist’s unique style. The packaging? Packed with symbols referencing his music—pickup trucks, butterflies, flaming guitars—turning it into a collectible rather than just another snack.
This isn’t a generic endorsement; it’s a fan-driven, nostalgia-fueled, limited-edition release that makes people feel like they’re part of something bigger. And if there’s one thing we know about modern consumers, it’s that they crave exclusivity.
What Brands Can Learn From Oreo’s Digital Playbook
So what’s the takeaway for brands looking to break through in a world oversaturated with content? A lot. Because this isn’t just about cookies—it’s a masterclass in snack advertisements that actually work.
Meet people where they are: Snapchat’s chat inbox isn’t just a clever ad space—it’s where people naturally engage. Instead of forcing their way into users’ feeds, Oreo positioned themselves within real conversations.
Make ads feel like entertainment: This campaign doesn’t scream, “BUY OUR COOKIES.” It tells a story, creates a vibe, and invites people to engage. It’s marketing disguised as a moment.
Leverage exclusivity: Limited-time flavors create FOMO (Fear of Missing Out), which translates to immediate purchases. Nobody wants to be the one who almost got the Post Malone Oreos.
Turn collaborations into full experiences: Oreo didn’t just feature Post Malone—they infused his personality into the product, the packaging, and the ad itself. That’s how you make an endorsement feel authentic.
Remove friction between ad and purchase: The Sponsored Snap wasn’t just about visibility—it included a direct link to buy. That’s social commerce done right.
The Bigger Picture: The Future of Snack Advertisements
Oreo’s campaign isn’t just a clever marketing move—it’s part of a bigger shift in snack ads. The days of flashy TV commercials doing all the heavy lifting are gone. Today’s consumers are more selective, more skeptical, and more resistant to traditional advertising.
The brands that are winning? They’re the ones embracing digital-first strategies, tapping into pop culture, and turning ads into interactive experiences. Oreo’s Snapchat campaign isn’t just a gimmick—it’s a preview of the future.
And here’s the best part: you don’t need a multi-million dollar budget or a superstar endorsement to pull this off. What you do need is a deep understanding of your audience, a willingness to experiment, and a campaign that doesn’t just sell—it entertains, engages, and creates a moment people want to be part of.
Because in a world where everyone is fighting for attention, the winners aren’t the loudest. They’re the ones that make you stop scrolling, start talking, and—just maybe—crave a cookie.
FAQs
- How do celebrity collaborations boost marketing?
They make brands feel personal and exciting, drawing in loyal fanbases who feel connected to the product. - Why use social media for snack ads?
It’s where people spend the most time—ads here feel less like ads and more like content they actually want to see. - What makes limited-edition snacks so effective?
FOMO! People love getting their hands on something exclusive before it’s gone, which drives immediate sales.