Oreo partnered with four iconic brands for a limited-edition packaging that camouflages Oreo Thins from thieving cookie monsters.
Especially created for parents who reach for a secret stash of sweets after a particularly stressful day only to find that it’s been discovered by their children, the Oreo Thins incognito packaging features logos and imageries of Ford, Green Giant, Hanes, and Better Homes & Gardens.
Described as “Thins Protection Program”, the collaborative wrapping makes a package of Oreo Thins look like a vehicle owner’s manual from Ford, frozen vegetables from Green Giant, a pack of white t-shirts from Hanes, or a Better Homes & Gardens cookbook. That way, parents can keep their Oreo Thins in their car’s glove box, clothes drawer, freezer, or bookshelf without their kids noticing.
Oreo chose to team up with Ford, Green Giant, Hanes, and Better Homes & Gardens for the camouflage packaging because all brands have millennial parents as their target demographic.
“To reach the broadest number of potential households, Oreo identified Ford, Hanes, Green Giant, and Better Homes & Gardens as category leaders that, by creating a collection of camouflaged packs, will allow cookies to be hidden in plain sight,” Oreo brand manager Sydney Kranzmann said in an email to Adweek.
Oreo only created 3,000 camouflage packs, which were given away on a first-come, first-served basis to parents who posted about their Oreo Thins hiding spots on Instagram or Twitter using the hashtag #THINSProtectionProgram from July 14th to July 23rd. Parents who joined the giveaway were also entered into a sweepstakes with a grand prize of $25,000.
Aside from paid social and influencer content for the Thins Protection Program, Oreo also collaborated with Kevin and Danielle Jonas on a video featuring the spouses hiding their Oreo Thins from their children.
Your kids can't eat your THINS if they can’t find them. Stay tuned for more… ? #THINSProtectionProgram pic.twitter.com/AWDFQb8CA6
— OREO Cookie (@Oreo) July 13, 2021