Oreo sweetens the deal for its zero-sugar products on RED

Oreo has established new possibilities for its zero-sugar products through close collaboration with Xiaohongshu (RED), enabling a model of its products (Qing-Qiao-Cui) that was introduced a year ago to establish its own market value.

Although Oreo last year launched zero-sugar product Qing-Qiao-Cui, it has not yet identified an opportunity point for this product, given the possible conflict between the concept of ‘zero-sugar’ and the emotional value point claimed by Oreo. A lifestyle platform, Xiaohongshu possesses additional knowledge in numerous scenarios, and Oreo has redefined the positioning for Qing-Qiao-Cui through its partnership with the platform.

Oreo has identified the emotional needs of ‘rejecting sugar but not sweetness’, following a comprehensive investigation of the snack intake among young groups. Snacks that can deliver ‘happiness’ are items that strike a balance between psychological demands and health, and as a result, they must have their own appropriate opportunity situations. Consequently, Oreo has pinpointed three scenarios: convenient breakfast, afternoon tea, and sports/fitness. All of which involve the psychological sentiments of vitality, sweetness, and enjoyment. They provide new placement and connectivity locations for Oreo’s Qing-Qiao-Cui offering.

According to Xiaohongshu data, the Oreo search index on the Xiaohongshu platform climbed by 100 percent in the first half of 2022. Oreo has received over 10 million total exposures on Xiaohongshu, with the average monthly article-exposure rate exceeding 35% and the search popularity on ecommerce platforms increasing by 100%. Therefore, the ‘zero-sugar’ Qing-Qiao-Cui offering from Oreo has accurately captured appropriate situations.