As a brand, OREO is all about being playful and about making kids happy, and OREO Thins have never been the star. OREO THINS were up against awareness issues. Our brief and objective was to establish OREO Thins as a cultural icon in its own right, while weaving in the holistic OREO messaging to “Stay playful.” Because they’re thinner and lighter, they’re the perfect OREO for adults.

After seeing parents complain on Twitter about their kids stealing their OREO Thins, we knew we needed to take drastic measures to protect their cookies.

We partnered with four brands to create 3,000 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.