Oreo Thins Protection Program
Award: Wood Pencil
Wood Pencil / Integrated / Collaborative Campaigns / 2022
After parents took to Twitter to complain about their kids stealing their OREO Thins, OREO partnered with four brands to create limited-edition camo-packs disguised as stuff kids would never go near. The Thins were hidden in plain sight as a Better Home and Gardens cookbook, a pack of Green Giant frozen vegetables, a Ford owner's manual and Hanes T-shirts. The campaign became the most successful in the history of the Thins brand.
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