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Oreo Lite drove first trial at Alfamidi through a value-led offer powered by Grivy's multi-channel performance engine, using an in-journey mini-survey to show that most purchases came from consumers of rival biscuit brands, and mapping exactly where retail access turns digital interest into in-store trial.
Driving First Trial for a Lighter Oreo
Oreo is one of the most recognised biscuit brands in Indonesia, but a new variant still has to earn its first purchase. To introduce Oreo Lite, Mondelēz offered a price cut at Alfamidi, giving consumers a low-risk reason to try the lighter format. A mini-survey built into the claim journey asked each consumer which biscuit brand they last bought, so every claim showed both purchase intent and where that consumer came from in the category.
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Turn new-variant curiosity into measurable in-store trial
Mondelēz aimed to generate first trial of Oreo Lite while learning which audiences responded, especially consumers of competing brands. Beyond redemptions, the brand wanted to know which channels delivered qualified traffic, which cities converted claims into purchases, and what retail conditions were needed to scale the variant in future activations.
A value-led trial journey with an embedded mini-survey and store-locator support, connecting digital claims to Alfamidi purchases.
Turning new-variant curiosity into cross-brand trial
The campaign reached highly qualified audiences, with landing performance well above previous Mondelēz biscuit campaigns and most authenticated users going on to claim. The mini-survey showed the campaign's biggest strength: most redemptions came from consumers of rival biscuit brands, led by Roma Sandwich buyers, meaning Oreo Lite pulled trial from beyond its existing base. The campaign also made clear what drives conversion. Where Alfamidi stores and stock were close at hand, claims turned into purchases at a very high rate.
These results show that a lighter Oreo variant can attract consumers of rival brands once the offer reaches them. Mondelēz now has a clear picture of the audiences, channels, and retail conditions needed to scale Oreo Lite trial in the next activation.
