In China, foreign and local biscuit brands are in fierce competition. A massive amount of brand content and experience can be delivered point-of-sale, especially on e-commerce platforms where Chinese customers buy almost everything from electronics to toys, but not food.
Mondelez Oreo needed to build a brand and activate immediate purchase in the space of digital commerce.
Oreo music box – a special Oreo packaging was created to elevate the Oreo product experience and take enjoyment to a new level. The customized brand experience is built through digital interaction with actual physical product experience combined.
Every Oreo bite the consumer takes of the Oreo, a different song is played. More Oreos means more songs. Consumers could also personalize their own pack and see their chosen theme come to life with mobile AR functionality built on the Tmall mobile app.
This special Oreo packaging was sold exclusively as a special-edition pack for one day during 2017's Tmall Superbrand Day only on Alibaba Tmall – the world's largest e-commerce site.
Results? The Oreo music box sold out in one hour.