Koala's March Cocoa Vanilla: Leaning Tower of Black Koala's March

Koala's March, the Japanese biscuit brand, used a fun online challenge to launch a new flavour to teens in Thailand.

Campaign details

Brand: Koala's March Cocoa VanillaBrand owner: Thai LOTTEAgency: Dentsu One (Bangkok)Market: Thailand Industries: Bread, cake, biscuitsMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Koala's March, a Japanese biscuit brand in Thailand, wanted to launch its new flavour Black Koala's March. For this campaign, we wanted to shift the focus from our core target of mothers and children, to teens. How could we make teens interested in our campaign, talk about and buy our new product?

Since teens...

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