Turning Nostalgia into a Sell-Out Drop.
Barefoot x OREO THINS | Limited-Edition Cultural Drop
Some partnerships make sense on paper.
This one made people pause — and then lean in.
To spark cultural buzz and reconnect with millennial consumers who grew up dunking OREOs in milk, Barefoot partnered with OREO THINS to launch an unexpectedly delicious limited-time red blend.
It was nostalgic. Playful. Slightly surreal.
Designed to break through.
1. Why It Worked
The tension was the hook.
America’s favorite cookie met a beloved wine brand — a mashup bold enough to earn attention, but strategic enough to convert it.
Behind the playfulness was disciplined digital execution and a clear launch strategy.
2. The Approach
Make It Share-Worthy
We leaned into stop-motion, tactile photography, and CGI to build a vibrant, slightly Wonka-esque world — colorful, energetic, and unmistakably brand-forward.
The creative balanced irreverence with polish, ensuring the campaign felt joyful — not gimmicky.
3. Built Anticipation. Then Dropped.
The campaign unfolded in phases:
Hype Phase
Teaser content
Landing page build-up
Email countdown
Social buzz
Launch Drop
Stop-motion hero video
Dedicated landing and product pages
Email blasts
Social activations
Pairing content and blog storytelling
Post-Purchase
Follow-up email flows to extend engagement
Every touchpoint reinforced urgency.
This was a limited drop — and it needed to feel that way.
4. The Results
Earned Media
71 placements
24.9MM daily impressions (469MM monthly)
Coverage across USA Today, NY Post, Yahoo Finance, Thrillist, Food & Wine, NPR, CBS News, and Late Night with Seth Meyers
Social (First 24 Hours)
980K+ impressions on OREO Facebook (66% above average)
11K+ engagements (225% above average)
Barefoot Instagram outperformed recent benchmarks
Web & Conversion
13,572 landing page views
3,205 email opt-ins
24% opt-in rate
#1 page on Barefoot’s site pre-launch
1.7X more views than all other pages combined
Demand exceeded supply.
5. My Role / The Team
As Creative Director, I led the digital, web, and PR ecosystem — overseeing motion direction, cross-functional collaboration, and execution across fast-moving teams spanning design, photo, video, CGI, brand, legal, and the OREO team.
The timeline was tight. The concept was bold.
The work had to feel joyful — and completely intentional.
Mission accomplished.
Assets developed with the help of Jesse Alvarez, Sam Harachis and Emma Thompson.