Post Malone’s limited-edition OREO collaboration may seem like a simple celebrity-branded snack, but it’s just a glimpse of how food culture will function in 2025. Releasing nationwide on February 3, 2025, this collaboration Array With a pre-sale beginning January 27, it includes nine exclusive cookies. designs promoted through Post Malone’s global.
From swirled salted caramel and shortbread creme to the playful chocolate-and-golden cookie sandwich, it’s a sweet reflection of how food culture blends celebrity, creativity, and connection.
“I can’t, they let me make my own OREO cookie,” Malone said of the collaboration. “This is the first time OREO twisted the cookie cream and named it after me. ” Combining playful print and the “Twist flavor,” the collaboration delivers what Malone calls “the most productive OREO ever created. ”
In 2025, food culture is about combining nostalgia with completely new ideas. Think about the first time you opened an OREO or the undeniable joy of dunking one in milk. That feeling of comfort? It is no coincidence. Brands like OREO use nostalgia to tap into shared memories while giving their classics a modern twist.
Post Malone’s OREO takes this formula to the next level, combining nostalgia with personality. Each cookie is embossed with designs inspired by Malone’s world—like tattoos, music symbols, and personal motifs—adding a layer of storytelling to the snacking experience. As a report from Mintel explains, nostalgia marketing works because it reminds us of simpler days, creating an emotional connection that feels grounding in an ever-changing world.
Gone are the days when a prominent face was enough to sell a product. Today, it’s about creating connections that feel real. Post Malone not only relies on his celebrity status, but also relies on his relatable and relatable vibe.
According to a study in Journal of Advertising endorsements work best when the celebrity’s image aligns naturally with the brand. It’s called the “match-up hypothesis,” and it’s why Post Malone’s laid-back style fits so well with OREO’s playful, nostalgic identity.
But there is more. As Mintel points out, nostalgia adds an extra layer of emotional appeal. In times of doubt, there is a feeling of returning to the familiar, and the brands that take advantage of that comfort, while keeping it fresh, are the ones that remain steadfast for consumers.
Food trends used to bubble up slowly. Now? They explode overnight. Platforms like TikTok have turned everything upside down, making creators the new tastemakers.
A study published in Foods found that user-generated content outperforms celebrity endorsements in terms of relatability. Think of viral trends like whipped coffee or baked feta pasta: they didn’t want a star to explode. For brands, this means finding tactics to harness that same power while keeping their campaigns engaging and authentic.
Even with the star power of Post Malone, a collaboration wants to be fresh, fun, and in tune with what’s happening on social media to make a splash.
Imagine mixing your own OREO flavors—salted caramel with birthday cake, or maybe peanut butter with strawberry. With the “Taste Twist” experience tied to Post Malone’s OREO, fans get to be the creators.
This kind of interactivity is not a coincidence. When brands invite consumers to participate, the connection deepens. People feel part of the story, not just the audience. It’s a smart way to retain consumers in a world where trends are burning, but fast.
Post Malone’s OREO is just one example of how celebrities and food brands are evolving together. Consumers need more than a flashy name – they’re looking for original, non-public endorsements.
Maximum and successful collaborations balance culture and innovation. They play with nostalgia and invite the public to live the experience. As food trends rise and customer expectations rise, the key to staying applicable will be finding new tactics to make every bite feel like it counts.
Want more insights into food culture, celebrity collaborations, and the trends shaping what we eat? Follow me on Forbes for the latest stories, including deep dives into food news and trends like Post Malone OREO’s collaboration and beyond!
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