Coca-Cola × Oreo: Scaling a Co-Branded Launch Across 35 Markets
Two global CPG giants swapped flavors, wrapped it in a friendship theme, and ran it across 35 markets and eight retail media networks for 75M impressions.
The partnership at a glance
The Coca-Cola Company and Mondelez International's Oreo brand launched a first-of-its-kind collaboration under Coca-Cola's "Creations" platform: a Coca-Cola-flavored Oreo cookie and an Oreo-flavored Coca-Cola Zero Sugar, unified under a "Besties" friendship theme.
Packaging carried a QR code that unlocked a co-branded Spotify feature merging two friends' music tastes into a shared playlist. The campaign ran across the US, Canada, China, Mexico, Brazil and other markets.
Category and timeline
- Category: Beverage × snack food (CPG co-marketing)
- Announced: August 2024
- Launched: September 2024
- Footprint: 35 global markets
The results
- 75M retail media impressions
- 8 retail media networks activated
- 35 global markets in a single coordinated launch
Why it worked
This is the clearest example of a partnership run as infrastructure rather than a campaign. Coca-Cola's "Creations" platform already existed as a repeatable slot for limited-edition collaborations, so the Oreo pairing plugged into a machine with pre-built approvals, packaging systems and market playbooks. That is how a two-brand idea reaches 35 countries in a month.
The retail media layer is the second lesson. Eight networks running in parallel turned a brand story into measurable in-market performance at the point of purchase — the hardest gap to close in co-marketing. And the Spotify mechanic gave the "Besties" theme a reason to exist beyond a label swap: the product was the ad, and the QR code was the conversion.
What partnership teams should take from it
- Build a platform, not a one-off. Repeatable slots compress every future partnership timeline.
- Retail media networks are where co-branded CPG launches become measurable.
- Give the creative theme a functional mechanic. "Friendship" only lands when the packaging does something.
Sources
Coca-Cola Company newsroom; Mondelez International newsroom; Sensor Tower; Packaging Digest (August – September 2024). Figures are as officially disclosed or reported by named outlets and have not been independently audited.
Last updated September 5, 2026.