Innovating around an iconic classic presents significant challenges, most notably creating something break-through that does not disrupt the core. For Oreo, the introduction of a new, thin cookie format presented an opportunity to engage a more mature audience looking for permissible indulgence from their favorite cookie brand.

How do you balance the need for a differentiated innovation that leverages existing equity?

Our solution for Oreo Thins begins with clear identification of the equities of Oreo that must remain sacrosanct. With these design elements as an anchor, the remaining real estate is dedicated to communicating the Thins proposition. The result is a balance of new communications with core equities to communicate an innovative new Oreo form.

The Oreo Thins packaging design resulted in 2 share points of growth and almost $15MM in sales within the first 6 weeks.