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OREO Thins
Role
Advertising Intern
Date
January 2026
Campaign Preview
During my internship at VML's New York City office, my team and I were tasked with developing a fully integrated campaign for OREO Thins. In just two-weeks, we built a 6-month campaign with a $2 million budget that would generate a total of 146 million impressions across all channels. I served as the group's main creative lead, served as one of the team's copywriters (I actually came up with our campaign's tagline: "Your Perfect Pause"), and contributed to the primary and secondary research.
Ask:
Turn OREO Thins into a premium indulgent that consumers would pick over chocolate or ice cream.
Insight:
For millennial women, premium treats are not just for the night; they often feel a slump by mid-afternoon and are willing to turn to a sweeter, but still light, snack that will help fuel them for the rest of the day.
Idea:
Turn OREO Thins into "Your Perfect Pause" for these women. OREO Thins offer a much-needed self-care break in your day that gives you the necessary energy and motivation to finish the day strong.
Logo Redesign
We chose to update the logo to match the sophistication of our redesigned packaging.
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Video Spots
I developed two videos storyboards that can be adjusted to appear across TV, YouTube Pre-Roll, TikTok, and Instagram Reels.
Video 1
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Video 2
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Hulu Pause Ads
Hulu Pause Ads naturally intervene during moments of rest for our target audience, transforming an unplanned break into an intentional moment of reset, reinforcing that it’s okay to slow down, breathe, and savor Your Perfect Pause with OREO Thins.
Package Redesign
The packaging uses premium cues such as a pull-tab closure, a refined neutral color palette, and a soft matte finish to reinforce the sense of indulgence.
Out-of-Home Extension
Out-of-home placements allow OREO Thins to show up in physical spaces amid the movement, noise, and nonstop pace of major urban centers.
This into airport environments where Millennial women are often navigating travel stress, packed schedules, and constant transitions.
In these moments of motion and mental fatigue, OOH delivers high-visibility awareness while positioning OREO Thins as The Perfect Pause, a light, indulgent reset when consumers need it most.
Spotify "Your Perfect Pause" Playlist
By pairing OREO Thins with music, a familiar tool for focus, relaxation, and emotional regulation, the playlist transforms the afternoon slump into The Perfect Pause.
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