Oreo Created an Ode to the Pinkie for Its New, Thin Cookie

Oreo Thins got a formal introduction earlier this summer, showing the world all the ways a thinner cookie can be just as "wonderfilled" as the classic Oreo. Now the Mondelez International brand is suggesting that the new Oreo Thins are just what the forgotten finger, aka the pinkie, has been waiting for. The 60-second digital spot from Oreo's digital and social shop, 360i, playfully follows all the ways people use their other fingers. The pinkie, meanwhile, doesn't do much. That is, until the Thins come along and the pinkie can triumph. "[Thins] is a really important launch for us," said Patty Gonzalez, senior brand manager at Mondelez International. "You've seen lots of limited-edition flavors from Oreo, but this feels really special for us because we're able to introduce a new cookie that really delivers on the taste of Oreo in a crisp, delicate texture and format." According to Gonzalez, the Thin cookie targets "consumers who have grown up with Oreo" but "outgrown the classic Oreo cookie." Along with the new digital spot, Oreo and 360i also introduced an Instagram campaign to "highlight the grown-up occasions that Oreo Thins are all about," said Gonzalez. Of course, it also highlights the slimmer frame of the cookie. New #OreoThins: The Oreo you love, now thinner. Pairs perfectly when working offline. A photo posted by OREO (@oreo) on Aug 5, 2015 at 7:56am PDT While playing up the product's thinness can only last so long, the new work finds an unexpected way to highlight the new cookie. The digital campaign is slated to run through the fall and run parallel to the television spot. CREDITS Client: Oreo Janda Lukin, Sr. Director of NA Biscuits Patricia Gonzalez, Senior Brand Manger Elise Burditt, Senior Associate Brand Manager Agency: 360i Pierre Lipton, Chief Creative Officer Aaron Mosher, Group Creative Director Dave Yankelewitz, Group Creative Director Declan Dyrnes-Enoch, Art Director Alex Augustinos, Sr. Copywriter Bjorn Kusa, Sr. Art Director Avi Azouz, Copywriter Phillip Pessaro, Group Director, Content Production Alanda Fellows, Producer Sandra Ciconte, VP, Group Account Director Josh Lenze, Account Director Lauren Fuller, Account Supervisor Shankar Gupta, VP Strategy Maggie Walsh, Senior Strategist Namrata Patel, Senior Social Marketing Manager Katya Kotlyar, Social Marketing Manager Sarah Wanger, Social Marketing Manager Production Company: North of New York Harrison Nalevansky, Executive Producer Matthew Thompson, Director Patrick Donovan, Producer Editorial: Whitehouse Post Alejandra Alacon, Producer Matt Schaff, Editor

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Oreo Created an Ode to the Pinkie for Its New, Thin Cookie

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Kristina Monllos