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
SIDE INTO THE OATSIDE
Turn OATSIDE’s smoothness into the world’s smoothest slide. Instead of talking about taste, we made children experience it by transforming chocolate into a playful, physical world you can literally slide into.
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
Designed immersive chocolate-themed slides and playgrounds to physically embody “smoothness”
ANALOG TOUCHPOINTS
Created analog touchpoints (photobooths, polaroids) to capture and extend the experience
SOCIAL & DIGITAL
Merchandise and seeding kits
Simple, participatory mechanics
Shareable formats and playful interactions
Built for scalability across markets and budgets
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