The scale of cookie and snacks distribution in China through online channels is increasing and now reaches more consumers
than offline channels. This has contributed to the shift from offline to online hopping among Chinese consumers.
Oreo in China needed to stand out amongst other brands in the category that are starting to dominate the online shopping
space - we wanted to trigger immediate online purchase among consumers and at the same time enable them to personally experience
the brand’s belief “Play with Oreo”.
We created a customized Oreo package combined with digital content and a physical brand experience - “Oreo Music Box” that plays a
different song with every bite of the Oreo cookie. It was available for purchase only on Alibaba’s TMall on 2017’s TMall Superbrand Day.
Consumers could customize their packaging by choosing their preferred themes and writing their own message. It was
delivered through a personalized and seamless digital engagement.
This unique package elevated Oreo product enjoyment and experience of the brand to whole new new level.
With the exclusive strategic partnership with Alibaba TMall on total marketing promotion integration, this innovative consumer digital
commerce activation has set a standard in the China e-commerce ndustry ever since.
Sold out in 13 hours, 70x lift in store traffic
79% purchase intent
Over RMB?1MM sales within first hour (sales tripled from 2016)
564,171 user engagements
+1500% social views, >90% earned media