SUMMARY
As snack leading brand, Oreo has long been popular, but its other snacks were less well-known. Oreo hoped to jump out of the awareness of “Twist Lick Dunk” in a fun way and improve the awareness and affinity of Oreo’s small snack series.
Following the trend of culture of cuteness in China, Oreo leveraged Line Friends, the popular featured characters, to create eating unique ways to encourage consumers to imitate, such as “Pouting like Brown Bear,” “Pouting like Sally Cock” and “Biting like Cony Rabbit.” When Munchies Met Cuties, lovely things happened!
To make the campaign more impactful, KOLs created creative contents on social media with buzzes. From online to offline, multiple touch points were leveraged to promote the cuteness essence of campaign. In the end, the brand and IP connected with much fun and attracted target audience, and the long tail effect can continue to empower the brand.
