OREO X BLACKPINK campaign in Thailand

Editorial Staff

Mondelez International (Thailand) Co.,Ltd, the distributor of Oreo biscuit, is cashing in on the popularity of Blackpink, South Korea’s leading girl group, via collaborating strategy to promote its Oreo cookie and its consumption in Thailand, especially among new generation.

To do so, the company has launched ‘’OREO X BLACKPINK campaign in Thailand through the first three months of this year. It is the regional campaign that will be launched in seven nations by kicking off in Thailand and Indonesia first.

This is aimed at promoting Oreo cookie’s awareness to gen Z and young adult customers after this cookie brand is already popular for Thai family with kid long time. To strengthen its new campaign performance, the company has also launched the pink dark chocolate sandwich cookie in Thailand since the middle of December last year and later with a TVC featuring four BLACKPINK artists.

Nattida Anuntnart, the company’s marketing manager –biscuits & meals, said that OREO X BLACKPINK is Monderlez International (Thailand)’s first campaign in 2023, which is designed to give new experience to millions of OREO fans and Blinks.

According to Nielsen, a market and research company, Thailand’s biscuit industry is projected to be valued at 14.18 billion baht during November 2021 and October 2022, or 6% growth year-on-year. The biscuit products in all categories have been grown steadily, excepting cookie category with a 1% drop in average.

Currently, Thailand’s biscuit market is divided into four categories. Twenty nine percent is from wafer category, twenty seven percent is bitesize, twenty three percent belongs to cookie and twenty one percent is crackers.

(Left) Tanat Anutrakulchai, (Right) Nattida Anuntnart

Tanat Anutrakulchai, the company’s brand manager - Oreo and Bi-snack, said the company plans to spend 200 million baht to launch OREO X BLACKPINK campaign during January-March this year, aimed at doubling OREO’s growth rate this year.

“We started to focus on collaborating strategy in Thailand since last year, starting from bakery and beverage products such as Krispy Kreme, Café Amazon and Dairy Queen. More collaboration will be made this year to link OREO brand with young adult and gen Z,’’ he added.