A recent statement from Mondelez Italia, the company behind the iconic Oreo brand, sheds light on the nature of its collaboration with fashion influencer Chiara Ferragni. The collaboration, which took place in 2020, involved a limited edition “Capsule collection” of Oreo-themed clothing. However, controversy arose when questions were raised about the promised charitable contributions from the sales of the collection. This article aims to dissect the details of the collaboration and the ensuing clarification from Mondelez Italia.
The Capsule Collection and Charitable Promise
Chiara Ferragni‘s collaboration with Oreo resulted in the creation of a limited edition “Capsule collection,” featuring a specially designed packaging for Oreo Double cookies and a line of exclusive clothing. The influencer pledged that 100% of the proceeds from the sale of these items would go towards charitable initiatives in the fight against the COVID-19 pandemic.
Mondelez Italia’s Response
According to a statement from Mondelez Italia Services Srl, the collaboration agreement entailed Chiara Ferragni designing a limited edition Oreo Double packaging, which was sold at the same price as the standard product from March 2020 for a brief period. Simultaneously, the “Oreo by Chiara Ferragni” Capsule Collection was created, with part of it used as a prize for the “Libera il tuo stile Oreo” contest in 2020, not intended for sale. The other part was sold directly by Chiara Ferragni through her channels.
Mondelez Italia clarified that Chiara Ferragni, independently of the existing commercial agreement, decided to donate the proceeds from the sale of the available portion of the Capsule Collection to charity during the COVID-19 emergency. In response to Ferragni’s initiative, Oreo also made a donation to the same charity (Cesvi for the Coronavirus emergency).
Mondelez Italia’s suggestion for detailed information regarding the sale of the Capsule Collection and the corresponding donation was to direct inquiries to Chiara Ferragni directly.
While the collaboration between Oreo and Chiara Ferragni aimed to merge fashion and snacks for a charitable cause, the recent clarification from Mondelez Italia emphasizes that the charitable aspect was not part of the formal collaboration agreement. The decision by Ferragni to independently donate a portion of the collection’s proceeds, and Oreo‘s subsequent contribution, highlights the intersection of commerce and philanthropy in the world of influencer marketing and branded collaborations. As consumers seek transparency, this incident underscores the importance of clear communication regarding charitable commitments in such partnerships.
