How Oreo redesigned their packaging to help out hungry parents

Context

Oreo Thins are the ‘grown-up’ version of the classic child-favourite cookie brand. But Oreo saw that parents were complaining online that their kids were still stealing these extra thin cookies.

Objectives

• Increase awareness of Oreo Thins
• Generate press coverage and social buzz

Strategy

Oreo redesigned their packaging to make the cookies look boring. They now looked like books, car manuals, packs of vegetables.

Then, they created a competition for parents (and other brands) to share their favourite hiding spots.

Outcome

The campaign saw a 1019% increase in Oreo Thins engagement, generating 271 pieces of media coverage.