Oishi - Snacks with a Purpose
IMC Campaign and Media Planning + Execution
Snacks with a Purpose: Quick Energy Boost
Snacks aren’t healthy, so let’s not try to pretend. We can’t be as healthy as whole foods or nuts- However, we can give you a little bit of energy when you need it.
We want our consumers to know that there’s nothing wrong with the way they’re living their lives. We know how hard it is to live the same way the previous generation did- It’s impossible.
But don’t worry. We don’t want you to change. Instead, we’ll change.
We’ll change the way China snacks.
Life will always come first-
But this doesn't mean nutrition comes second.
IP Concept and Activation: The New Normal
In order to launch our creative campaign, we partnered with Common Rare and Atelier INDJ to design a marketplace for “The New Normal.” As part of the campaign, we designed the Oishi New Normal Pitstop, located at Xintiandi Plaza, Shanghai. The Station is envisioned as a filling station a place to quickly recharge, refuel and keep on going.
Media Strategy: Common Rare
Our media strategy incorporated Common Rare, a lifestyle partner that often runs artist fairs and festivals in China. By partnering with them, we brought in multiple artists to help illustrate “The New Normal” onsite. The illustrations could then be printed on packaging and canvas bags to be taken away. Our activation ran for one full month.