OREO BLACKPINK

The Cookies market has had a declining trend in the last 2 years as consumers move to wafers and crackers. However, the overall snacking category seemed to have a positive trend, as the resumption of social gatherings boosted demand for snacking.

Generation Z-ers, currently between the ages of 13-24 years old, are the biggest and most influential group. When it comes to snacking, Gen Z grabs snacks about four times a day, sometimes replacing a meal with a snack. They have more sophisticated taste buds, crave innovative flavours, and have been exposed to many more international flavours than their predecessors.

Hence, the overall snacking category’s competition is set to intensify as there are plenty of global and local brands competing. Offering more innovative products – new flavour, pricing strategies are also likely to remain as well as collaboration among brands to excite and recruit users such as Gen Z.

As the Cookies segment is shrinking, recruiting new users to cookies and stealing shares from competitors was the strategy. Having an impactful collaboration, and staying relevant to the target audiences, engaging with curated content to match the target audience’s preference.

To attract the new generation to the brand, a special version of OREO needed to be introduced. Not only an impactful introduction of a collectible and limited-edition OREO but highlighting building engagement and relevancy was also crucial to recruiting new users.

Blackpink is a global phenomenon. They are considered one of the best girl bands of all time. Taking advantage of Blackpink’s iconic concert in Thailand at the beginning of 2023, we wanted to continue the excitement of Blackpink in Thailand to reach Gen Z who love K-pop with the first big event of the 2023 year; we launched the OREO-Blackpink collaboration.

This campaign saw Blackpink, unleash their playfulness when they “Twist Lick and Dunk” with OREO, a favorite cookie among many Asia families. OREO had worked very closely with the 4 members of Blackpink; Jisoo, Jennie, Rose, and Lisa to co-create a range of limited-edition cookies, collectible picture cards, and AI-powered personalised videos that gave BLINKs an up-close experience with their idols to encourage them to “Stay Playful”.

Optimum reach and frequency were ensured with a media-mixed of both offline and online were utilised strategically, to achieve a certain level of reach weekly. Different formats of material were individually developed to be the best match with the different deployed platforms.

Staying relevant to Gen Z was another key focus, online activation via TikTok, creating ad format that enable participation from Gen Z with #HTC. Contextual targeting on top with technology, mirror ad, to sync with related Korean content.