I’ve a secret stash of junk meals in my workplace. Tucked means on the backside of my bookshelf is a tome that appears significantly dense and boring. The backbone reads “Canadian Human Rights Reporter. Vol. 35. 1999.” With apologies to all human rights reporters, to a toddler, this e-book seems to be like essentially the most educational and off textual content possible. It’s additionally not a e-book in any respect. For those who pull it off the shelf and open it up, it’s hollowed out and stuffed with Twizzlers, Swedish Fish, wine gums, and all the opposite stuff my youngsters would undoubtedly dig out of my desk on an unsanctioned, stealthy snack search.
Clearly I’m not alone in needing to hide snacks, and the folks at Oreo know this. This week, the model unveiled what it calls its “Thins Safety Program.” The newly disguised packaging for its Oreo Thins cookies makes it appear to be something however a package deal of tasty treats. The model teamed up with different firms like Ford, Hanes, Inexperienced Large, and Higher Houses & Gardens to disguise the cookies as packages of Hanes t-shirts, a cookbook, cauliflower rice, even a truck manual.
— OREO Cookie (@Oreo) July 14, 2021
Oreo model supervisor Sydney Kranzmann says the thought is focused at adults, particularly millennial dad and mom. “For years, dad and mom have been telling us that kids are stealing their Oreo Thins cookies, and we’ve seen many adults resort to hiding their cookies from different members of the family,” says Kranzmann in an e mail. “By tapping right into a habits that our mother or father followers had been already doing, the playful and intelligent marketing campaign completely relayed the message that Oreo Thins are cookies for adults and supply a extra grown-up snacking expertise.”
The model labored with a laundry checklist of advert company and media planning companions to pull this off, together with The Neighborhood, MediaMonks, 360i, Weber Shandwick, and VaynerMedia. It additionally obtained actuality TV stars Kevin and Danielle Jonas to promote the restricted version packaging on their Instagram feed. The one draw back to this complete challenge is that there are solely 3,000 packages accessible, all on a first-come, first served foundation. On its social channels, Oreo challenged followers to share their most artistic hiding spots, utilizing the hashtag #THINSProtectionProgram, for an opportunity to win one of many special-edition packages and $25,000. Model Twitter additionally jumped on this bandwagon, and Oreo obtained solutions from manufacturers like Ikea, Residence Depot, Xbox, and extra.
THIS ???? https://t.co/ucipWnuqxx
— OREO Cookie (@Oreo) July 15, 2021
Now, if Twizzlers and Swedish Fish can simply launch some related packaging, my snack stashes will likely be protected without end.