Region Creative Group Head
OATSIDE
2025
At Oatside, World Chocolate Day (July 7) is a key annual moment to drive:
Brand relevance
Emotional connection with younger audiences
Association with fun + indulgence
The focus was to elevate OATSIDE chocolate SKUs beyond functional consumption into a cultural and experiential brand moment.
BRIEF
OATSIDE Choco & Choco Malt are known for their smooth taste, described by children for not overly sweet like many other brands. The goal was how to translate “smooth taste” into a playful, physical experience and WCD was an opportunity to make OATSIDE more than a drink
but a brand people interact with.
THE IDEA
Bring OATSIDE chocolate into the real world as a playground.
A physical and digital experience built on indulgence, nostalgia, and childlike joy. Blending immersive environments with analog moments to create lasting emotional memory.
Rolled out across multiple markets: Indonesia, Malaysia, Singapore, Korea and Taiwan…
EXPERIENTIAL ACTIVATION
Slides · Playgrounds · Immersive spaces
ANALOG TOUCHPOINTS
Photobooths · Polaroids · Memory-driven interactions
SOCIAL & DIGITAL
Merchandise and seeding kits
Simple, participatory mechanics
Shareable formats and playful interactions
Built for scalability across markets and budgets
© 2026 CAM