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
Oreo’s mooncake concept was a hit with Chinese consumers, selling out all its units on Alibaba and T-mall platforms within 15 minutes. Based on the success of the mooncake campaign in China, Oreo has expanded this new snack category to other Asian countries with mooncake traditions, including Singapore, Thailand and Vietnam.
Impacts
15
mins
Was all it took for the new product to be completely sold out