CLIENT
Mondelez International
Denis Dong, eCommerce head of MDLZ China, Mondelez International
AGENCY
Tay Yi-Chung, CEO, VML China
Bryan Rakowski, Director of Biscuit Equity of MDLZ AMEA, VML China
Kevin Huang, ECD, VML China
Kevin Zhu, COO, VML China
Tan Wang Teck, Creative Director, VML China
Ethan Wei, Creative Director, VML China
Loycee Chu, Account Director, VML China
Yuki Wang, Account Manager, VML China
FCB Greater China
Fei Wei, Chief Creative Officer, FCB Greater China
SUMMARY
Following the success of 2016’s Oreo-Tmall Superbrand Day campaign, Oreo needed to create something more impactful for 2017's Superbrand Day to surpass consumers’ anticipation and increase sales on the Oreo Tmall e-Commerce store. Oreo created an innovative special customized packaging - a music box that plays music from every Oreo cookie, with every bite changing the song. There were various packaging themes to choose from, with the ability to see them come to life with the mobile AR function. Limited-edition Oreo packaging was sold exclusively on Oreo Tmall’s flagship store during 2017’s Tmall Superbrand Day.
