Oreo: Lucky twist

Oreo, a sandwich cookie, released a series of video ads featuring Vietnamese people who experienced lucky twists in their lives to arrest the softening brand power by arresting meaningfulness, increase sales and penetration, and drive salience.

Campaign details

Brand: Mondelez InternationalAgency: Leo BurnettRegion: APAC

Strategy

Objective

Tet is one of Vietnam's biggest festivals with most consumer brands vying for attention, and trying to prove dominance through festive packs, promos and high media spends.

Historically, the Oreo cookie which is the core of the brand in most markets, has always suffered poor performance during the festival, and the challenge could be attributed to a few reasons.

  1. Oreo is a 'sandwich' cookie, a category which has the lowest share among biscuits and cakes, with a small category play, Oreo as a brand is...

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