Creating a breakthrough for Oreo

  • We were asked to create a platform for a breakthrough new cookie, the Oreo Thin

    We identified culturally relevant codes of thinness, developed a distinctive audience profile and landed a total brand proposition for launch communications

    Targeted messaging helped sales reach a market share of 1.8-2.2 percent, a massive success for a new product innovated in China

  • Oreo thin was the most successful Mondelez NPD launched in the past three years. The differentiated target audience, brand qualities and  key selling points of Oreo Thin, generated from strategic research, made this NPD a “bomb” in the market. Oreo Thin also brought good incrementality to the Oreo brand; overall brand penetration was significantly improved one year after launch

    Michelle Zhu,
    Consumer Insights Manager