VML has managed to fully establish playful connection between Oreo and the local culture icon - Panda, by creating a full set of panda-themed creative contents. Targeting at mom with kids and young adults, this campaingn deeply connected with consumers with high-quality contents, its adoption of 2 lovely pandas and multiple touchpoints both online and off-line. The appealing CG video has 446 million views and created over 1.99million engagement. Its media placement in a glass-free 3D monitor in Chengdu attracted 7 million visitors in 2 weeks.
OREO Wow! Panda is coming!
OREO teamed up with China's national icon - Giant panda!
Client
- Mondelez
Office
- Greater China Region
It has been 26 years since Oreo entered China market. We have connected with millions of Chinese families with our playful spirit and obtained recognition from consumers. Oreo and panda is a perfect match to each other. We sincerely hope this will be a gift to our consumer and panda lovers.
Grace Zhu
Vice President, MKT & Growth, Mondelēz China
As the number 1 cookie brand in China, Oreo faced slowing-down penetration growth.
Oreo needed to strengthen playfulness with consumers.
Panda is a beloved national icon - its black and white coat is a perfect match to Oreo.
To fully establish playful connection with this local culture icon
Introducing the brand new panda-inspired cookie embosses with new exclusive packaging through an appealing CG video along with a full set of panda-themed creative contents, Oreo bonded with Chinese consumers from multiple touchpoints and solidified its brand spirit of playfulness.
Brand penetration grew by 0.7%.
Recognition of key brand attributes increased 7%.
National market share grew by 0.8%
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