Content Champions: Oreo (Thailand)

Mondelez International is an American snack company that has many iconic global and local brands such as Oreo, Ritz, LU, Clif Bar and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate under them. It also has operations in more than 80 countries.

Content Champions is a segment during MARKETING-INTERACTIVE's Content360 conference in Singapore in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was first shortlisted for Marketing Excellence Awards 2024 and was further evaluated by the editorial team at MARKETING-INTERACTIVE to make the shortlist. 

Brand: Mondelez International Thailand (Oreo)
Campaign: Oreo Ally

Challenge 

Oreo has always stood for playfulness — but not just play for play’s sake. For the Mondelez owned brand, play is a powerful way to connect with people and the world.

In Thailand, Oreo encountered a unique challenge that tested this belief. While the country is recognised as one of the most LGBTQ+ friendly in Asia, members of the community still face social challenges and barriers to self-expression. Public spaces — unless explicitly labeled as ‘Queer-friendly’ — often feel unsafe or unwelcoming for LGBTQ+ individuals. Moreover, corporate participation in Pride Month was seen as superficial, with many brands offering token gestures rather than meaningful support.

Oreo wanted to go beyond the surface. The brand sought to create an activation that was not only authentic and impactful but also tied directly to its core value of playfulness with purpose. Oreo also aimed to position the brand as a force for inclusivity — a playful ally that helps level the playing field and create safe, joyful spaces for everyone, regardless of gender or sexuality.

The goal wasn’t just to spark brand love during Pride — it was to become a part of the cultural fabric, creating a lasting emotional connection while reinforcing Oreo’s position as the go-to biscuit and snack brand during this significant moment.

Strategy 

Through local insights, Oreo discovered that for many LGBTQ+ Thais, acceptance from family and friends is a crucial step toward self-acceptance. The brand also learned about the important role of “Allies” — heterosexual individuals who support and stand with the LGBTQ+ community.

Armed with these insights, Oreo set out in June 2023 to celebrate Thai Pride Month in a way that championed real support, encouraged allyship. Through focus groups with the Thai LGBTQIA+ community, Oreo uncovered a powerful truth - many individuals still experience fear and hesitation when it comes to expressing their identity in public. Whether it’s the clothes they wear, the way they speak about their partners, or simply being playful and open — judgment and stigma often hold them back. However, this fear tends to fade when they are surrounded by supportive people who celebrate them for who they are — people known in the community as “Allies.”

Execution

In June 2023, Oreo launched a campaign to bring this insight to life. #OreoAlly called on supporters across Thailand to stand up and be visible allies — helping uncover and create safer, accepting spaces for the LGBTQIA+ community. By encouraging Allies to “come out” in solidarity, Oreo turned playfulness into a tool for empowerment and inclusion, making Pride Month not just a celebration, but a meaningful moment of change.

To bring the #OreoAlly movement to life, Oreo launched a multi-faceted campaign that blended product, digital innovation, influencer storytelling, and real-world impact.

The campaign began with a bold, limited-edition sleeve design for all Oreo Original packs. Inspired by the “Ally flag,” the design combined the symbolic black-and-white stripes with the rainbow colors of the Pride flag — representing unity between queer individuals and their allies. Oreo replaced the traditional flag stripes with its iconic chocolate cookies and cream filling, turning the packaging into a symbol of solidarity and support

Each pack featured a QR code that led consumers to a microsite created to uncover and celebrate safe spaces for LGBTQIA+ individuals across Thailand. Using Google Maps API technology, allies could “pin” their location on the map and leave heartfelt messages of love, support, and encouragement. This growing ally radar became a visual testament to the presence of allies throughout the country, with supportive businesses also joining in under the hashtag #AllyAroundYou.

The campaign officially launched on 1 June, to mark the beginning of Pride Month in Thailand. Oreo debuted a digital film featuring prominent LGBTQIA+ allies, including influential KOLs and allies within Mondelez Thailand. The brand invited all Thais to join the movement by adding themselves to the ally radar.

To further amplify the message, Oreo collaborated with over 40 nano-influencers who shared their personal stories — highlighting how allyship had played a meaningful role in their lives as queer individuals. The campaign’s message was reinforced through strong in-store displays and out-of-home media, reminding everyone that allyship isn't just a statement — it’s an action that can change lives.

To cap off the campaign, Oreo joined the nationwide Pride Parade organised by Bangkok Pride. The brand launched its very own “Oreo ally parade,” a joyful, high-energy celebration that showcased real messages of love and support collected from the microsite. 

Check out the other winners here.