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Turning Cookies into Mooncakes

IN PARTNERSHIP WITH OREO

Industry

Food & Beverage

Services

Brand & Communication Strategy
Product Design & Strategy
Product Innovation

Research Methodology

Focus Group
Co-creation Workshop

©Brandnographer

Brandnographer was tasked to discover and validate Oreo’s communication strategies, to find out what message resonated best with Chinese consumers and explore the potentials for this new snack category.

The Challenge

Oreo wanted to take advantage of China’s growing snack market, enabled by the nation’s growing population and spending power. Oreo, traditionally a “sandwich cookie” maker, wanted to test their new mooncake product in the local Chinese market to see how this product may inject new energy to the brand and expand this new snack category to other Asian cities.

Our Solution

Through focus groups discussions across 2 Tier-1 cities and a co-creation workshop with consumers, experts and Oreo team, Brandnographer helped Oreo formulate localised and intriguing communication campaigns to bring the mooncake concept to market.

Results

Through focus groups discussions across 2 Tier-1 cities and a co-creation workshop with consumers, experts and Oreo team, Brandnographer helped Oreo formulate localised and intriguing communication campaigns to bring the mooncake concept to market.

Impacts

15

mins
Was all it took for the new product to be completely sold out

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