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How A Biscuit Brand Hits The Heart of Vietnamese Families 

Oreo, the iconic sandwich cookie brand, has become incredibly popular with Vietnamese families in recent years. The brand is owned by Mondelez International, the giant American multinational food company, and first entered the Vietnamese market in 2008. Since then, Oreo has become a household name in Vietnam, particularly among children and young adults.

With its distinctive sweet taste, crunchy texture, and convenient packaging, Oreo has become a go-to snack for many Vietnamese families. Oreo’s success in Vietnam can also be attributed to its clever marketing strategies, which have helped the brand to establish a strong presence in the local market. This article will examine the factors that have contributed to Oreo’s popularity in Vietnam, including its 4Ps, marketing activities, and popular Tet campaigns.

I. Oreo Vietnam’s 4Ps

1) Product

Oreo’s success in Vietnam can be partly attributed to the quality of its products. Vietnamese families enjoy Oreo cookies as a snack or treat, with many people favoring the classic vanilla flavor. In addition to the classic vanilla flavor, Oreo Vietnam has also introduced a range of other flavors to cater to local tastes, including green tea, chocolate, and strawberry or ice cream mulberry.

Another aspect of Oreo’s product strategy that has contributed to its success in Vietnam is the brand’s commitment to packaging innovation. Oreo has introduced a range of creative and eye-catching packaging designs in Vietnam, such as limited edition Tet-themed packaging that features traditional Vietnamese motifs. These designs have helped Oreo to stand out on store shelves and appeal to Vietnamese consumers who value aesthetic appeal.

Finally, Oreo’s convenient packaging has also made it a popular choice among Vietnamese families. Oreo cookies come in easy-to-open packs that can be carried around in bags or purses. This is particularly appealing to Vietnamese parents who often pack snacks for their children to take to school or on outings.

2) Price

Oreo’s pricing strategy in Vietnam has also contributed to its popularity among Vietnamese families. Oreo cookies are priced affordably compared to other imported snacks, making them accessible to a wide range of consumers. In addition to their affordable prices, Oreo often runs promotions and discounts, making their products even more attractive to consumers. For example, Oreo Vietnam has run promotions that give consumers the chance to win free Oreo cookies by collecting unique codes printed on the packaging.

Oreo also offers different packaging sizes and formats to cater to different budget levels. For example, Oreo cookies are available in small packs that are priced lower than larger packs, making them more accessible to low-income families. The brand also offers larger pack formats of cookies, such as boxes or even buckets, which are more suitable for big families or groups of friends to share.

3) Place

Oreo cookies are widely available in supermarkets, convenience stores, and small mom-and-pop shops across the country, making them accessible to consumers in both urban and rural areas. This extensive distribution network has helped Oreo to establish a strong presence in the Vietnamese market.

In addition to its widespread availability, Oreo has also used strategic partnerships to expand its reach in Vietnam. For example, Oreo has partnered with various food and beverage brands, such as Starbucks, to offer Oreo-themed products and promotions. These partnerships have helped to increase Oreo’s visibility and appeal to Vietnamese consumers who frequent these popular food chains.

OREO also gave away 416 more OREO x TOUS les JOURS birthday cakes for those who participated in the candle-blowing challenge in Vietnam.

Furthermore, Oreo has also leveraged e-commerce platforms to expand its reach in Vietnam. Oreo products are available for purchase online through various e-commerce platforms such as Lazada and Shopee, which offer the convenience of home delivery.

4) Promotion

Oreo’s promotional activities in Vietnam have been instrumental in establishing the brand’s strong presence in the local market. Oreo has used a range of promotional activities to appeal to Vietnamese consumers, including advertising campaigns, social media promotions, and experiential marketing.

Oreo’s advertising campaigns in Vietnam have focused on showcasing the brand’s unique features, such as its crunchy texture and delicious taste. The brand has used traditional media, such as television commercials and billboards, and digital media, such as social media ads, to reach a wider audience.

In addition to advertising, Oreo has also run social media promotions to engage with consumers and increase brand awareness. For example, the brand has run social media contests that ask consumers to share photos of themselves enjoying Oreo cookies, with the chance to win prizes. These promotions have helped to foster a sense of community among Oreo fans in Vietnam.

Finally, Oreo has also used experiential marketing to promote the brand in Vietnam. For example, during the Tet holiday season, Oreo has set up booths in shopping malls where consumers can participate in Oreo-themed activities and games. These activities not only promote the brand but also create a fun and memorable experience for consumers.

II. Oreo’s Marketing Activities & Popular Campaigns in Vietnam

In addition to its 4Ps strategies, Oreo has also implemented a range of marketing activities in Vietnam to increase brand awareness and engage with consumers. These activities include seasonal campaigns and partnerships with influencers

One of Oreo’s most successful marketing activities in Vietnam is its annual Tet campaign. The brand has released limited edition Tet-themed packaging and run various promotions during the holiday season, including contests and giveaways. These campaigns have helped to associate Oreo with the festive spirit of Tet and make the brand a popular choice for holiday treats.

Oreo has also partnered with local influencers to promote the brand to a wider audience. For example, Oreo has worked with Vietnamese phenomenal singer MIN to create engaging content that showcases the brand’s products playfully and creatively. These partnerships help to increase brand awareness among younger consumers who are more likely to follow and engage with celebrities and social media influencers.

IIII. Encourage User-generated Content

From the past until now, the slogan “Twist, Lick, and Dunk” has become an integral part of Oreo’s identity. While maintaining and consistently using this phrase in their advertising campaigns, the brand has always known how to attract consumers through personalized marketing activities to enhance customer experience. In 2018, Oreo Vietnam launched the #TeamOreo campaign, featuring the popular and well-known artist Sơn Tùng M-TP, who was highly recognized by the young generation at that time. The campaign kicked off with a 23-second video titled “Eating Oreo the Sơn Tùng M-TP way,” showcasing the unique way the male artist enjoys the familiar “Twist, Lick, and Dunk” activities with the cookie.

The #TeamOreo campaign is a combination of the brand’s “Twist, Lick, and Dunk” spirit with the vibrant and modern colors of the young generation.

In addition, the campaign encourages young users to creatively explore their ways of using Oreo, creating a “wave” of innovative Twist-Lick-Dunk rituals across various social media platforms. By providing a playground for users to freely express their personalities through cookie-eating activities, Oreo successfully spreads the brand’s spirit and harnesses the vast amount of User-Generated Content to promote its products through social media.

IV. Take-away Lessons for International Brands in Vietnam

Firstly, it is essential to understand the local market and consumer preferences to develop effective marketing strategies. Oreo’s success can be attributed to its ability to cater to the taste and quality preferences of Vietnamese consumers, as well as its extensive distribution network and diverse range of promotional activities.

Secondly, building solid partnerships with local brands and influencers can help to increase brand awareness and credibility among the Vietnamese audience. Oreo’s partnerships with local food and beverage brands and social media influencers have played a significant role in the brand’s success in the country.

Thirdly, running seasonal campaigns and charitable initiatives can help establish a positive brand reputation and increase consumer loyalty. Oreo’s annual Tet campaigns and charitable partnerships with Save the Children have contributed to the brand’s positive image in Vietnam.

Finally, a pricing strategy is crucial to make the product accessible to a wider range of consumers. Oreo’s competitive pricing strategy has made the brand’s products accessible to consumers across Vietnam.

V. Conclusion

Overall, Oreo’s success in Vietnam reflects its ability to understand and meet the needs of Vietnamese consumers. Although Vietnam offers significant opportunities for international brands to expand their business, they need to be aware of the challenges and take proactive steps to overcome them. By understanding the local market and consumer preferences, building strong partnerships, and adapting their strategies to the Vietnamese market, international brands can achieve success in this dynamic and rapidly growing market as Oreo has been doing. 

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