Campaign details
Brand: OreoLead Agency: Leo Burnett IndonesiaRegion: APAC
Strategy
Objective
Whilst Oreo has enjoyed strong brand power, our penetration and growth had stagnated at an average of 4% across the biggest biscuit markets in SEA. To compound our challenge, the biscuits market was suffering from a decline which totalled to –7% by the end of 2020. The strong brand affinity and recognition was not translating into persuasion vs. local brands which offered familiarity and also were accessible in terms of value and imagery.
The objectives for the campaign:
Sales & Penetration: Increase penetration...