Oreo: Undercover ads

Biscuit brand Oreo's Undercover Ads were designed to increase purchase frequency by targeting parents in Indonesia.

Campaign details

Brand: Mondelez InternationalAgency: LEO BURNETT INDONESIARegion: APAC

Strategy

Objective

Whilst Oreo has enjoyed strong brand power in Indonesia, the task was to grow preference in a cluttered segment and build persuasion. While growth of Oreo remained at 8.5%, local giants like Mayora and Nabati was clocking double digit growth. With a penetration of 96% HH, biscuits are being bought 54 times in a year, while Oreo dragged behind with an average of 3.7 times annually.

The challenge was to drive relevance competing against local giants - only 2 of the top 10 sweet...

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