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. This is how we did it.

Oreo's powerful brand story of Wonderfilled.

Inspiring creativity and imagination all 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 YouTube influencers, Night Owl Cinematics to produce a series of five films to share the Oreo story across Southeast Asia.

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.