Campaign details
Brand: OreoAgency: The Leo Burnett Group ThailandRegion: APAC
Strategy
Objective
Amidst an 8% decline in the snacks category in Thailand, Oreo aimed to connect with consumers during Songkran, Thailand's major festival. The pandemic had dampened celebrations for two years, as masks covered people's smiles, and smiling is a significant form of communication in the country, with 13 unique types of smiles.
Driven by the purpose of staying playful, we encouraged people to smile freely as masks were no longer needed. The campaign focused on reviving joy and fostering meaningful connections.
Objective 1:
Establish...