Growth of biscuits and snacks market in China has reached a bottleneck. Global and local brands are in fierce competition. Especially on e-commerce platforms where every Chinese consumer buy everything online.

Massive amount of brand content and experience can be delivered at point-of-sales. Because of such shift in consumer behavior and rise of digital commerce in China, it has become imperative for brands like Mondelez Oreo to build brand equity & activate immediate purchase instantaneously. Marketing and sales in this space of digital commerce has become seamless.

Oreo needed to:

1. Deliver Oreo's brand proposition of "Play with Oreo" concept across to consumers.

2. Create impactful wow-worthy campaign that drives equity and sales on eCommerce platform to get people excited, spread shareable content across all social media platform.

So we launched this special limited-edition Oreo packaging for 1 day, sold exclusively on Oreo Tmall.com flagship store on Tmall Superbrand Day.

Outer packaging box - Different design by interests (music, work, movie, travel) with illustrated graphic icons for each theme.

Inside packaging box

• 6 packs of Oreo cookies (various flavors)

• 1 unit of music box (battery-operated)

• 1 piece of Tmall cat logo figurine

How does the music box work?

5 sensor points underneath player that detects objects. Each point matches a song. Different cookie bite size, plays different music track. 6 music selection with each track 2-3min length.

o 1 track - Oreo theme song

o 1 track - Tmall cat figurine

o 4 specially composed tracks with genres for primary school, high school, university students and young working adults

Other functions:

• Record own song and voice function on music box.

AR enabled upon scanning QR code on packaging with Taobao or Tmall mobile app. Once scanned, a 3D character comes to life dances to music tune.