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OREO Thins
Role
Copywriter & Art Director
Date
January 2026
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 art director, served as one of the team's copywriters (I actually came up with our campaign's tagline), 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 and Package Redesign
We chose to change the font for the “Thins” part of the logo to match the sophistication of our redesigned packaging. We kept the classic “OREO” part of the logo to help maintain the brand’s history and connection with consumers.
The packaging is designed to feel elevated and intentional, positioning OREO Thins as a small luxury and a gift to yourself. Premium cues such as a pull-tab closure inspired by beauty packaging, a refined neutral color palette, and a soft matte finish reinforce the sense of indulgence.
Hulu Pause Ads
Our target audience leads busy, constantly moving lives, balancing work, family, and personal commitments while often placing their own needs last. Because their time is limited, the moments they do have are deeply valued and intentionally chosen. Hulu Pause Ads naturally intervene at this exact tension point, transforming an unplanned break into an intentional moment of reset, reinforcing that it’s okay to slow down, breathe, and savor The Perfect Pause with OREO Thins.
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. Hosted on Spotify, a platform already woven into daily routines, the experience integrates seamlessly without demanding full attention or disrupting productivity.
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 presence extends into high-traffic airport environments through OOH placements in hubs 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.
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