Type of applicant company

营销代理公司

Country

中国

Company Website

无

Images

Brand of the Product

OREO

Designer Name

Leven

Position of Designer

Creative Director

Target Consumer

1.Young people who follow trends. 2.Customers with gift-giving needs. 3.Customers who want to enjoy the festive atmosphere of Chinese New Year.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery

Positioning

大货消费品 Mass Production

Design Story

Wafer stick format is similar to fortune stick.
Design a bucket so consumer can shake it and draw a fortune stick – a playful experience and fits CNY mindset

Highlights

Transforming the "snack packaging" into a festive social currency — with the "blessing labels" (e.g., Career Boost) on the package plus the naming of "Good Luck Bucket", it accurately aligns with the scenarios of "gift-giving and seeking good fortune during the Spring Festival/New Year". Consumers are not just purchasing wafer sticks, but also the ritual of "conveying good luck through snacks". This psychological association that "eating snacks equals embracing good vibes" is far more memorable than mere taste.
Unlike the disposable packaging of ordinary snacks, this bucket itself is a reusable storage container (made of rigid paper with a festive design). After finishing the snacks inside, it can be used to hold small items, New Year provisions and the like, which is equivalent to "getting a festive-themed storage bucket for free when buying snacks". It not only alleviates the guilt associated with packaging waste, but also keeps the symbol of "Good Luck Bucket" in consumers' daily lives for a long time, thus adding an extra layer of "practical retention" value that sets it apart from competitors.

Market Performance

Just launched, not available yet. Will be updated later.

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

纸质 Paper

Craft

The paper composite bucket is printed via offset/flexographic printing: Separate printing plates are made for the "Oreo" logo, the words "Good Luck Bucket", the red background patterns, and other designs, which are then transferred onto the bucket surface by a printing press. The golden characters such as "Good Luck" are finished with hot stamping (heat-pressed transfer of metal foil) to enhance the texture. Some areas may also undergo UV coating to add glossiness and scratch resistance.

Does the design solve the problems that are common across the product category? If so, please explain.

none

What functional designs of the work have enhanced the user experience?

Portable Storage Design for Scenario Adaptability: Made of rigid paper, the bucket is moisture-proof and pressure-resistant, which better preserves the crispness of the wafer sticks. Easy to carry for visiting relatives and friends, it perfectly meets the needs of Spring Festival gifting and party sharing scenarios.
Social Interactive Label Design: The package comes with differentiated blessing labels such as Career Boost and Fortune Surge, with each individually wrapped wafer stick paired with a unique blessing. This design allows consumers to add fun to social interactions through the interactive activity of "shaking the Good Luck Bucket to draw a label" while sharing snacks.

Did the design help increase the sales performance of the product? If so, please give related evidence.

Just launched, no data available yet

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Unlike the single-use packaging of regular snacks, this bucket itself is a reusable storage container (made of rigid paper with a festive design). After the snacks are finished, it can be used to hold small items, New Year supplies and more — it’s like getting a free festive-themed storage bucket with your snack purchase. It not only eases the guilt of packaging waste, but also adds to the festive vibe.