Case 15: OREO X BLACKPINK—From Black-White to BLACKPINK

This case study examines the emergence of K-pop popularity and influence, the product innovations and market expansions of Oreo, and the marketing strategies surrounding the “OREO x BLACKPINK” campaign in Asian countries. The campaign is a collaboration between the confectionary brand Oreo and K-pop idol group Blackpink, featuring the limited-edition Blackpink bespoke Oreo. The campaign was launched in several Asian countries, including emerging markets such as Malaysia, Thailand, Indonesia, and the Philippines. The primary focus of this chapter will be Malaysia. Incorporating a mixture of both offline and online strategies, the campaign may have achieved the desired sweet spot with the target young audience. Overall, this case study provides insights into the strategies for maintaining existing customers and more importantly, creating new young generation customers.