We helped Oreo find the message that resonated most with Chinese consumers for a new snack category: the Oreo mooncake.
The challenge
As spending power grew, Oreo saw room to grow in China’s snack market. Known for sandwich cookies, it had developed an Oreo mooncake for the Mid-Autumn Festival, and wanted to know whether it could become a viable new snack category in China and later across Asia.
Our approach
We validated the messaging, packaging and brand communication with Chinese consumers, and assessed the market potential and acceptance of the new category. 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 within 15 minutes. Building on that success, Oreo took the category to other markets with mooncake traditions, including Singapore, Thailand and Vietnam.
