Oreo package co-brands for ‘Game of Thrones’ fans

With the airing of the final episode of HBO’s “Game of Thrones” quickly approaching, Mondelēz International has created limited-edition “Game of Thrones” packaging for Oreo cookies. The packaging design, which launched in early April, is in national distribution and will be available while supplies hold.

The black package displays a sole Oreo cookie superimposed on the show’s Iron Throne, above which stands a silver Oreo logo rendered in the same font as the “Game of Thrones” title logo. Names of three of the show’s Great Houses run across the package, beneath the Oreo logo and Iron Throne graphic.

“When developing this idea, it was imperative that the spirits of both brands were reflected in the Oreo ‘Game of Thrones’ cookie,” an OREO spokesperson explains. “As with all collaborations, Oreo wanted to ensure that the partnership reflected its playful personality, but also delivered something unexpected to the classic Oreo cookie.

“Not only does the pack reflect the dark look and feel of the show, Oreo also paid tribute to ‘Game of Thrones’ through the cookies, as well. The Oreo ‘Game of Thrones’ cookies feature four unique embossments spotlighting both the iconic sigils of the three Great Houses still battling for the Iron Throne, as well as the enemy White Walkers beyond the wall.”

The brand’s creative agency, 360i, designed the packaging and also a video based on the show’s opening sequence. This video, which features animated Oreo cookies and “Game of Thrones” music, includes a shot of the limited-edition packaging.

Without revealing the exact size of the limited-edition’s production run, the spokesperson adds, “Given the popularity of ‘Game of Thrones’ and the anticipation for this final season, Oreo expects the cookie to be one of the brand’s largest [limited-time editions] ever, bringing an innovative snacking and viewing experience to fans everywhere.”

 

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