Nabisco Wheat Thins

Overview

FormatPage Grabber

PlatformDesktop + Mobile

EngineGreenSock

AgencyUndertone

Interactive ad for Wheat Thins featuring flavor variety exploration with snacking-occasion photography. A taste-profile interaction lets users discover flavors based on their preferences. The visual design uses warm, appetizing tones with close-up product photography.

Part of a broader Nabisco CPG campaign portfolio alongside Oreos and Ritz, each with distinct brand personality but shared template architecture.

How It Works

~2s

Brand

Wheat Thins package hero shot with brand logo. Tagline and flavor callout animate in with energetic timing.

Interactive

Flavors

Flavor cards present each variety: package imagery, flavor name, and taste descriptor. Users swipe or tap to explore the lineup.

Auto-cycle

Lifestyle

Snacking-occasion photography: work desk, movie night, outdoor gathering. Each occasion naturally includes Wheat Thins in the scene.

End State

Try

CTA to product page with flavor-specific routing. Store locator and coupon links for conversion.

Engineering

Flavor Explorer

Card-based flavor gallery with GreenSock transitions. Each card carries the package design, flavor name, and a short taste descriptor.

Lifestyle Contexts

Auto-cycling lifestyle photography with occasion labels. Cross-fade transitions maintain visual continuity between scenes.

Energetic Motion

Snappy GreenSock easing: faster durations (0.3-0.5s) than luxury brands. The pacing matches the brand's casual, everyday energy.

Template Reuse

Shared CPG template architecture with Oreos and Ritz. Same structural skeleton, different content and brand styling per product.

Engineering Decisions

Wheat Thins has 8+ flavors. Many consumers only know Original. Showing the variety creates discovery moments and potential new purchases.

Snack crackers need context to feel relevant. A box on white is a grocery listing. A box on a coffee table during movie night is a lifestyle.

Nabisco ran Oreos, Ritz, and Wheat Thins campaigns simultaneously. A shared template with brand-specific styling multiplied output without multiplying engineering effort.

CPG conversion is trial: getting the product in the shopping cart. Coupons reduce the trial barrier more effectively than a brand homepage visit.