Mondelez launches world’s 1st pink OREO during ‘Cherry Blossom’ season

Mondelez China has recently launched 2 limited-edition OREO flavours to tie in with the spring season: Sakura Matcha and Peach Oolong, going all-out with both colourful packaging and collaborative marketing to attract young consumers.
According to Mondelez Greater China Senior Marketing Director, Biscuits Marketing, Holly Yuan, cherry blossoms are always a ‘hot topic’ in spring, and seasonal popularity is always a strong driver for the company’s product innovation.
To mark the special season, The Sakura Matcha has a pink biscuit and green filling, whereas Peach Oolong has a normal chocolate biscuit but an orange filling. Holly said, “Sakura Matcha is the first pinkish OREO in history, so its lovely appearance and romantic sakura aroma will make it a favourite amongst young ladies from the age of 18 to 35 years old. It was of course inspired by the cherry blossom season, whereas Peach Oolong was inspired by the warmth of spring.”
Its colourful packaging has also attracted much consumer attention, swapping its traditional blue outer box for a very prominent pink with a cherry blossom design for the Sakura Matcha, and pastel orange and white peaches design for the Peach Oolong.
These special Oreos were first introduced in convenience stores in China to increase offline exposure, and have since moved to online platforms such as ele.me and HiShop. Oreo has also launched a limited-edition gift box containing the cookies and a co-branded cushion compact foundation, the result of its partnership with Perfect Diary, a popular beauty brand in China.
In a separate development, Mondelez has also introduced its ‘Golden Oreo’ cookies to the Philippines. This yellow colored cookies with Oreo’s distinct crème centre is now available at selected convenience stores and supermarkets in the country. Oreo has always been known for its signature black chocolate cookie, however this golden, vanilla-flavored ‘Golden Oreo’ offers a new option to consumers. It is available in 133g packaging at Pesos 41.5 (US$0.82) and at Pesos 76.50 (US$1.50) for a 9-piece multipack.