Oreo: Your smile

Oreo introduced the Oreo Smile Generator via a microsite platform, allowing consumers to discover and identify their unique smiles, to resonate and connect with consumers in Thailand and establish Oreo as the ultimate choice for biscuits and snacks during Songkran.

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...

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