OREO THINS were up against awareness issues. We needed to establish OREO Thins as a cultural icon in its own right. Because they’re thinner and lighter, they’re the perfect OREO for adults. So after we saw that parents were complaining about their kids stealing their OREO Thins on Twitter, we decided a commercial or a social campaign wasn’t enough. We needed to re-design the packaging.

We partnered with four brands to create limited-edition camo-packs disguised as stuff kids would never go near. While it might seem backwards, to raise awareness for THINS, we gave half of the visual and branding on the pack to brands that have nothing to do with cookies.

The side of each pack looked like something completely different than a regular old pack of cookies—a Better Home & Gardens cookbook for your kitchen, a pack of Green Giant frozen vegetables for your freezer, a Ford Owners Manual for your car, and a box of Hanes T-Shirts for your drawer. Each pack was created to be hidden in a different room or space, so parents had a choice according to their personal cookie-eating needs.

We then built a social campaign around these packs encouraging parents to share their own hiding spots to win one of the packs and an extra sweet $25K sweepstakes grand prize. Brands even got in on the fun, with 40+ other companies sharing their favorite hiding spots, including Xbox, ring, Walmart, Lowe’s, REI, Energizer, and more.

By hiding the product, we ended up making it more visible than ever. The THINS Protection Program was the most successful campaign in the history of the THINS brand, earning 8.5M+ organic impressions, 800K+ social engagement and increasing THINS mentions by 1,019%.