How Oreo Took its Wonderfilled Campaign to China

This event report looks at how biscuit brand Oreo adapted a North American campaign to the Chinese market.

How Oreo Took its Wonderfilled Campaign to China

Low Lai Chow

As the world's favourite cookie, Oreo, which has just celebrated its 103rd birthday in the US, may have the lion's share of the cookie pie, but it continues to have its challenges.

"It's a little cookie with a big ambition," according to Dr Elaine Rodrigo, global director of consumer insights and strategy in the biscuits category for Mondelez International. "Really now, it's not about being the world's biggest cookie, but how to become one of the world's most iconic brands," she told the Asian Marketing Effectiveness &...

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