Oreo is a popular snack around the world, but is apparently not so popular with Chinese teenagers. A media and creative arts team at Dimension Plus (agency based in Taipei and Hong Kong), combined Oreo cookies with something most teens love: music.
The result was ‘Oreo Vinyl’, tiny cookies embossed with miniature grooves that play music just like a vinyl record. These cookies are housed inside a cardboard pack, with each cookie playing the “Oreo Anthem” in a different musical style. The project actively involved teens by getting participants at the Strawberry Music Festival, a popular youth event held in Shanghai, to compose each of the different songs.
The grooves on the cookies were made with laser cutting and engraving machines. The cookies can then be played with the Oreo Vinyl Record Player contained in each pack.
Why it’s hot:
Oreo found a way to directly connect with their target audience both in the creation of this concept and in its deployment. This is an innovation that is both unexpected and functional that is sure to increase audience engagement with the brand.