'Oreo Enters The Palace': Snack brand reconstructs Forbidden City with cookies

Oreo cookies gave itself the royal treatment in China in a brand crossover with the Palace Museum that won the heart of foodies and culture vultures during its own Tmall Super Brand Day.

Campaign details

Award name: ROI FestivalAward category: Integrated CommunicationsAward level: Grand Prix 2019Brand: OreoBrand owner: MondelēzParticipating companies: Blue Digital and Red HorseCampaign name: ‘Oreo Enters the Palace’Industry category: SnacksRelease date: May 2019Budget: RMB 2-5 millionCountry: China

Background

Oreo debuted in 1912 and has since become a star brand of Mondelēz International. Its signature black and white sandwich, the decorative pattern featuring ancient symbols like the Cross of Lorraine and the Cross Patée, and the charming 'twist, lick, dunk' way to...

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