Rethinking How a Global FMCG Brand Enters the Southeast Asia Market

Oreo was challenged to apply their global brand story to the SEA market, a region made up of seven culturally disparate nations, each requiring a very different approach and message from each other, as well as from Oreo's usual Western audiences. Oreo's powerful brand story of Wonderfilled inspires creativity and imagination around the world... Except in Asia. The challenge was to rethink and adapt the Oreo brand to each SEA market with a new narrative. Realizing that family is important in Asia, we introduced Oreo Better Together. Setting it up with "Together But Alone". We set up the campaign through a series of unbranded social media posts identifying the problem of being "together but alone", depicting users distracted in familiar group settings. We partnered with SEA famous YouTubers Night Owl Cinematics to produce five videos to share the Oreo story across Southeast Asia. Influencer marketing video The app, the website, the blockbuster. We launched the Oreo Better Together app to coincide with a high impact social media campaign and an interactive website in partnership with the Transformers 4 movie launch. Results 3.83 average Engagement Rate 1.4 million views on YouTube 10,000 app downloads in the first week.