Campaign details

Award name: ROI Festival
Award category: Integrated Communications
Award level: Grand Prix 2019
Brand: Oreo
Brand owner: Mondelēz
Participating companies: Blue Digital and Red Horse
Campaign name: ‘Oreo Enters the Palace’
Industry category: Snacks
Release date: May 2019
Budget: RMB 2-5 million
Country: 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 eat the cookie proved popular all over the world. In recent years, Oreo has resonated on social media through fancy marketing techniques. In 2019, Oreo launched a new product blending the familiar crust and six new imperial-inspired Chinese flavours (green tea, hawthorn berry, lychee-rose, Cantonese barbequed pork, spicy pepper and red bean) into one biscuit after being in the China market for 23 years.