Mini Oreo was seen as a little Oreo and was eating into its shares thereby limiting the growth for both the brands. It was hence important to create a separate identity for that. Due … read moreto its bite-sized format and portable packaging, Mini Oreo could easily pass off as a snack that could be consumed while on the go. This positioning was important to establish to take it away from the Oreo umbrella. The target audience was defined as youth to clearly demarcate itself from Oreo, which talks to mothers and families. Social media is the biggest and the most effective medium to reach the youth in Indonesia. Facebook with almost 75 million users was the undoubted leader when it comes to social media. However every other brand was doing something to engage this audience and hence it became more important to do something unique. For the first time ever, a real time response through a video campaign captured the attention of the right audience, conveyed the message and helped the brand grow in the right direction.Agency : FCB Jakarta
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