wwwins Isobar bags Oreo digital business

wwwins Isobar, working with Carat, its sister company in the Aegis group, will provide complete communication and creative services for Oreo in China.

The agency reported that it won Oreo's digital account after a pitch last October in which Isobar, netalk (an EPR company), Draftfcb, Razorfish, and AKQA were involved. 

im2.0 was the brand's previous digital agency; and Carat has been working with the Oreo brand in the past.  

"Oreo is our existing integrated marketing communications [IMC] business in China," Pully Chau, chairman and CEO of Draftfcb Greater China told Campaign Asia-Pacific. "We and Carat are their branding/media and key IMC partners. But Kraft has used many field marketing and digital agencies beyond AOR contracts."

Kraft Foods entered the China market in 1984, with headquarters in Shanghai. Oreo was introduced in China in 1996 and now has the largest market share in China’s biscuit category. The brand has used Chinese NBA star Yao Ming as its brand ambassador and has launched many unique products tailor-made for Chinese consumers, including Oreo double fruit, Mini Oreo, ice-cream flavour Oreos, cream wafers, coated wafers and flute wafers.

Last year, Oreo celebrated its 100th anniversary and ran a major brand campaign with the message  'Celebrate the kid inside'.

wwwin Isobar said that this year, Oreo will bring to life the brand spirit of “Share a bonding moment” with children and their parents. This will be combined with the ambition to break through and innovate within the digital marketing space. 

“Both Kraft and wwwins Isobar believe in creating brand experiences that bring about long-term consumer engagement, as opposed to a single campaign execution," said Wayne Fan, managing director of wwwins Isobar Shanghai.

In October 2012, Kraft Foods was separated into two independent operating agencies: global snacks business and North American grocery business. Mondelēz International owns the original Kraft Foods' snacks and food brands, including Cadbury, Milka, Jacobs, LU, Nabisco, Oreo, Tang solid drink and Trident gum. 

Kraft Foods China is maintaining its existing English and Chinese company names.