The Business Challenge:

Mondelez's roster of global brands have had great success in the China market, in part due to their international associations of quality but also an innovative approach to the opportunities presented by the unique Chinese market and its consumers.

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Innovation has led to broader/deeper portfolios - Oreo for example offers not just the western product lines, but also festive gifting, frozen cheesecakes, make-it-yourself kits, filled cookies etc. This portfolio segmentation requires a tactical design approach to each new line, but also a strategic underpinning to hold the brand together on shelf, and in line with global guidelines.

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We handle this strategic localization for Mondelez’s global brands such as Oreo, Toblerone, Chips Ahoy, Lu, Eclairs, Stride Gum and Cote D’or.

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Project type for Mondelez brands:

Naming/VIS/Master Concept/Range adaptation/Key Visuals/POSM

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The Design Solution

Oreo gifting for Chinese New Year, a key sales period and one of traditional family values. Enhancing the playful positioning at the heart of the global brand, we added the popular Oreo pandas to a contemporary visualization of iconic new year lanterns.

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The Design Solution

Oreo extends into cheesecakes following the popular trend in coffee shops in Tier 1 cities, allowing us to leverage the premium semiotics of the cake category, blended with Oreo brand logo and color at subtle levels.

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The Design Solution

Oreo Spring limited edition celebrated with light flavors that allowed us to differentiate from core range by introducing the colors of Spring and a lighter Oreo blue, together with a seasonal motif for travel, popular with the target audience at this key time of year.

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The Design Solution

Lu in China is positioned as a more premium brand than in the West. By leveraging the master brand assets, we layered in crafted French semiotics as the portfolio stretched into pastries.

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The Design Solution

Accentuating the global brand’s triangular imagery, a gifting edition for Toblerone drew upon the code of minimalism to emphasize the premium yet iconic chocolate imagery.

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The Design Solution

Ritz crackers extended into cheese snacking, and a brief calling for “snacking delight” underpinned a design motif of a cheese flavored smile, a visual device that carried into POSM and e commerce.