We helped Oreo find the message that resonated most with Chinese consumers for a new snack category: the Oreo mooncake.
2 Tier-1 citiesConsumers, experts and Oreo in one workshop
The challenge
Oreo, known for sandwich cookies, wanted to test a mooncake product in China to bring new energy to the brand and open a new snack category.
Our approach
Focus groups across two Tier-1 cities, then a co-creation workshop with consumers, experts and the Oreo team, shaped localised communication campaigns for the launch.
The result
The mooncakes sold out on Alibaba and Tmall. Oreo then took the category to other markets with mooncake traditions, including Singapore, Thailand and Vietnam.
15 minfor the launch stock to sell out
Brand-wide figures reflect the client’s overall performance, not this project alone.
