Oreo Thins

Less filling = less guilt.

THE CHALLENGE

Develop breakthrough global innovations within the permissible indulgence territory for an iconic Mondelez cookie brand.

THE JOURNEY

In exploring the 'Magic of Oreos' with consumers, we discovered that better-for-you claims and buzzwords (e.g. organic, natural, short list of ingredients, etc.) were not relevant, as BFY-leaning consumers still want a recognizable Oreo experience.

THE WIN

Oreo Thins, which delivers the unmistakable flavor and fun consumers know and love in a new, lighter way. A successful 2014 launch in China ($40m in the first 8 months) was followed by a 2015 bow in the US.