Creative Brand Strategy - Task 2A & 2B
24.09.2024 - 29.10.2023 (Week 1 - Week 6)
Tiffany Tan Xuan / 0362472
Creative Brand Strategy / Bachelor of Design in Creative Media
INSTRUCTION
LECTURES
In Task 1B, I had established a range of touchpoints for the campaign, from digital ads to in-store displays. Task 2A required me to select the most impactful of these and refine them. I started by looking back at my original list, then considered which touchpoints would best fit the goal of Oreo Drink Mix: to bring Oreo’s nostalgic flavor into a new, drinkable format that’s easy to use. This made me realize that choosing the right touchpoints is not just about maximizing visibility, but about creating meaningful experiences for customers.
I decided to focus on both online and physical touchpoints that would capture the essence of the brand and the convenience of the product. This included:
- Website: A comprehensive source for product details, where customers could see nutritional info and purchase options.
- Social Media: Using Instagram and Facebook to post fun recipes and influencer reviews, creating an interactive platform for fans to engage with the product.
- Promo Video: A short, playful video demonstrating how to use Oreo Drink Mix, featured on platforms like YouTube and Instagram.
- Packaging: Unique, eye-catching designs with simple mixing instructions, enhancing the in-store appeal and making the product stand out.
- Event Booths and Merchandise: Providing samples and immediate purchase options at events, which could encourage on-the-spot engagement with the product.
After completing the ideation phase, Task 2B focused on creating the visual identity for the campaign. This involved developing a mood board and establishing elements like logo style, color palette, typography, and graphic elements.
For typography, I chose a bold sans-serif for headlines and a softer, rounder font for body text. I wanted the fonts to be easy to read, friendly, and approachable, matching Oreo’s brand voice. As I looked for inspiration, I found that successful campaigns often keep typography simple and bold, which keeps the message clear and attractive.
The graphic elements I selected included cookie shapes, milk splashes, and swirl designs that would symbolize the “mixing” aspect of the product. I aimed to create a playful, dynamic look that would stand out in both digital and physical displays, reminding customers of the joy of Oreo in a new format.
FEEDBACKS
WEEK 1 24 SEPTEMBER 2024
Explanation of each of the tasks, Task 1A&B must be done by week 4. Task 1A is about a case study by choosing a rebranded brand to study and learn about the rebranding reason behind the brand. For task 1B we need to choose a brand to rebrand it.
WEEK 2 01 OCTOBER 2024
In the Task 1A, Presentation skill can be improved, and the ppt has to be more references or pictures to let the audience know more about the content shown.
For task 1B, Oreo X Super Ring idea sounds weird, prefer the Oreo new launch product (Oreo drink/ Oreo breakfast biscuits). Next week must have done Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience. SWOTs, Brand Positioning.
WEEK 3 08 OCTOBER 2024
ABSENT
WEEK 4 15 OCTOBER 2024
ABSENT
WEEK 5 22 OCTOBER 2024
Overall idea not bad but think out of the box. No need to follow Oreo guidelines to do the colour scheme and logo reference. The touchpoint for vending machine and pop up store could combine it together, merchandise is more needed to be in a physical touchpoint. For the online touchpoint, think about how influencer can present it in real world? (by paragraphs? will someone really buy a product through text?? by photography? how I'm gonna shoot the product??) So I change it to online poster advertising, it looks more realistic compared to the influencer content.
WEEK 6 29 OCTOBER 2024
The brand's logo could remain the original Oreo logo, not need to change but need to design a campaign logo for this Oreo drink mix campaign.
REFLECTIONS
Working on Task 2A and 2B has been a creative and strategic journey. I learned that ideation and design direction aren’t just about picking visuals or layouts; each element needs to have a purpose and support the brand. Finding the right balance between Oreo’s nostalgic feel and a fresh, drinkable twist challenged me to think creatively about how Oreo Drink Mix could connect with consumers.
One big lesson was seeing how each choice—like fonts, colors, and touchpoints—shapes the overall customer experience. For example, even a simple font choice can make the campaign feel welcoming or distant. Looking at other campaigns that managed this balance well gave me confidence to try new ideas and showed me how important it is to keep branding consistent.
Overall, Task 2 has made me appreciate how much thought goes into branding. I now see that successful campaigns come from careful planning and close attention to details. I’m excited to see how these ideas for Oreo Drink Mix can grow into a complete campaign.
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