OREO’s clever campaign to…hide your OREOs
If it’s a confusing headline, I apologize. Because, really, it’s beautifully simple.
The OREO marketing folks are continuing their steak of finding creative new ways to keep the classic cookie in the cultural conversation (how’s that for a little alliteration action?).
In the latest installment, OREO partnered with other iconic and familiar household brands — from Green Giant to Hanes to Better Homes & Garden — to create packaging that “disguises” your OREO Thins in a vessel meant to look like something else. Check it out.
See what they did there? OREO is calling it the “Thins Protection Program,” and it’s getting a good amount of attention.
This Fast Company(!!!) article goes deeper into the specifics and “protected” Thins new life under the guise of cookbooks, truck manuals and t-shirt packaging.
Overall, I LOVE the insight of adults hiding their snack fetishes from their kids…to both protect their sweet treats and, potentially, their in-house reputation for healthy eating. The brand also does a nice job of telling the story in a more relatable way with the help of influencers Kevin and Danielle Jonas.
Overall, there’s a lot to like here. The co-promotion part and, specifically, the selection of brands is something I’d have loved to be in the room to hear and watch evolve. But the concept definitely taps into human behavior. Now, time for a snack break. Where did I hide those again?
