Oreo: BlackPink in your Oreo

Biscuit brand Oreo created the BlackPink In Your Oreo campaign in Indonesia to grow audience and sales.

Campaign details

Brand: Mondelez InternationalAgency: Leo Burnett IndonesiaRegion: APAC

Strategy

Objective

The biscuit category is highly penetrated at 96% and is also highly fragmented, more so within the larger snacking category. Oreo has enjoyed strong brand power across SE Asia, as a favorite cookie.

In 2021, our penetration plummeted -2.3bp and our category declined -7%. Oreo was only bought 3.7 times in 52 weeks out of 54 biscuit purchases annually.. To drive growth, we had to get more people to buy Oreos more often.

Consumer analysis showed that Oreo was perceived as a cookie just...

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