Type of applicant company

设计机构

Country

中国

Company Website

www.the25s.com

Images

Brand of the Product

无

Designer Name

The 25s Creative Team

Position of Designer

无

Target Consumer

Targeting families with children as the core audience, while also extending to young couples and friends who seek novel experiences and value emotional connection.

Distribution Channels

电商 E-commerce; 小型商超和便利店 Supermarket & CVS

Positioning

大货消费品 Mass Production

Design Story

In the post-pandemic era, Oreo has observed through ongoing consumer insights that the demand for "high-quality companionship" in family settings has become increasingly prominent. Family members, especially parents and children as well as young couples, desire to create more engaging and interactive moments of emotional connection during their limited time together. Consumers are no longer satisfied with simple snack options but are seeking products that enhance interactive experiences and offer diverse flavors, transforming ordinary snack time into joyful "Playful Moments" filled with laughter.

Building on this, Oreo has precisely identified a consumption opportunity that combines "flavor diversity" with "interactive play." Strategically evolving its core ritual of "twist, lick, and dunk," Oreo introduced the limited-edition 388g Playful Gift Box, incorporating the concept of "Twist Your Perspective to Play with the World." For example, the letters "MOM" printed on the biscuit transform into "WOW" when twisted, perfectly embodying the playful philosophy of "change your perspective, play with the world."

Highlights

This design revolves around the core concept of "Stay Playful," following an innovative path of "visual gustatoryization, interactive storytelling, and experiential socialization" to construct a comprehensive emotional packaging system. The front of the gift box draws inspiration from Oreo’s three classic flavors (original, strawberry, and chocolate), refining their color palettes into a gradient "Rainbow of Deliciousness." Through color contrasts and gradients, it intuitively conveys the sensory suggestion of "tasting a spectrum of flavors in every bite." The vibrant and lively color system precisely captures the aesthetic preferences of younger audiences, who seek dynamism and reject monotony, creating a strong visual appeal in point-of-sale displays.

Breaking the limitations of single-sided visuals, the packaging achieves an elevated experience through dual-sided interactive storytelling:

The "Awaken Your Taste" Side: Dynamically illustrates the sliding motion of the biscuit releasing its flavor, paired with the slogan "Taste Appeal" to activate consumers’ instinctive craving for the crispy texture and sweet taste. This completes the psychological suggestion from visual to gustatory senses.

The "Perspective Shift" Side: Directly interprets the philosophy of "seeing the world from a different angle" through the campaign message. As consumers twist the biscuit, hidden patterns gradually reveal themselves (e.g., "MOM" transforms into "WOW"), turning the physical action into a moment of emotional insight and reinforcing the brand’s spirit of "playing with the world."

Market Performance

无

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

Paper Carton