OREO Launch Campaign in Hungary
In 2015 we had a big challenge to face from our client, Mondelez: We were launching the international love brand Oreo in Hungary, for which we had to meet great expectations from both client and our side.HU
The biggest challenge for Mondelez was to rapidly attract new consumers when launching flagship international brand, OREO without cannibalizing their current portfolio.
We defined our target group based on their attitudes with the help of CCS (Consumer Connection System – Dentsu’s own consumer research), as the „child in everyone” is the key in the brand’s personality.
The campaign was designed to build awareness rapidly and induce trial. The initial strong 4-week long communication (Including TV, OOH and Digital) was followed by a 5 months follow up continuity campaign to maximize penetration. Later on the main focus moved to social media, where we used native content to maintain interest in the brand.