Mondelez International (Thailand) Co has launched a 3-month ‘Oreo X Blackpink’ marketing campaign in Thailand to promote consumption of its Oreo cookies at a cost of Bt 200 million (US$6.1 million).
In this campaign, Mondelez with be engaging South Korea’s leading girl group, Blackpink in its campaign spread over 7 countries in Korea and Southeast Asia, starting with Thailand and Indonesia. The campaign targets the Gen Z and young adults with its new product launch, a pink dark chocolate sandwich cookie, along with a TVC featuring Blackpink.
K-Pop is growing in popularity in ASEAN countries, and according to Mondelez (Thailand) Marketing Manager, Nattida Anuntnart, “We know Thais are very much into K-pop culture. Thailand ranks 3rd globally in terms of K-Pop consumption and 5th for monthly spending on K-Pop. In Southeast Asia, Thailand ranks first for spending on K-Pop.”
Oreo X Blackpink is Mondelez Thailand’s first campaign in 2023, and apart from the new pink dark chocolate cookie, the company also launched limited-edition packaging of various Oreo products recently in December 2022.
Tanat Anutrakulchai, the Brand Manager for Oreo earlier said, “Advertisements for this campaign will be rolled out nationwide on TV, online platforms and offline media, including billboards at Siam skytrain station.”
In 2023, Oreo (Mondelez) also plans to launch marketing activities to connect its brand with consumers in a creative way.
Consumption of biscuits posted strong growth in 2022 and Mondelez expects further recovery in 2023 after the pandemic.