This is the strategy adopted by Oreo for its Oreo THINS product, directed to adults who, as the product’s true target, can “hide” the famous cookies from the little ones in the house. Thus, Oreo Thins packages show images allusive to brands as Ford, Green Giants, Hanes and Better Homes & Gardens, to disguise and look like cookbooks, car manuals, or even frozen peas.
The brand becomes an accomplice of adults. Its Tweet explains: “We figured no one can eat your THINS if they can’t find them…”
The strategy, explained to Adweek by Sydney Kranzmann, Oreo’s brand manager, is to reach the largest number of potential customers, basically households, made up of adults and, yes, children who steal Oreos. The campaign’s main idea on social networks is to show how to hide the cookies from the children, thanks to the innovative packaging. And they encourage audiences to participate in a contest by publishing new hiding places with the hashtag #THINSProtectionProgram, and the possibility of winning $ 25,000.
Only a brand as powerful as Oreo can create such a differentiating campaign, without the fear of hiding its own brand.