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Because THINS are thinner, crispier and lighter, they are the perfect OREO for grownups.
But we heard on social media that grownups were having a problem: their kids. They kept stealing their cookies.
And so was born The OREO Protection Program.
We partnered with adult-forward brands to create limited-edition “camo-packs” disguised as stuff kids would never go near, including a Better Home & Gardens cookbook, a pack of Green Giant frozen vegetables, a Ford Owners Manual, and a box of Hanes T-Shirts.
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.
We hid the cookies so well that we made the campaign very visible. The THINS Protection Program was the most successful campaign in the history of the brand, with 40+ other brands joining our effort and even making their own ads, and a total of 8.5M+ organic impressions, 800K+ social engagement and an increase in THINS mentions by 1,019%!