Name This OREO

Our Work Name This OREO An interactive mobile audio experience that lets fans decode and name OREO cookie combinations CLIENT Mondelēz International OFFICE New York United States For a brand that's constantly pushing its audience to "Stay Playful", we wanted to get more people "speaking Oreo." Born from an internet name origin theory for OREO that claims "O" is for the cookie and "RE" is for the cream, "Oreo Grammar" is a viral collection of internet memes in which OREOs are rearranged in various ways. More than just a social trend, this innovative campaign opens up the playful world of OREO and features a mobile audio experience where you can decode, name and win exclusive rewards in a game as delightful as the cookie itself. We’re always looking for new ways to connect with our audience, who know and love our ‘Stay Playful’ spirit. Tapping into culture and remaining engaging on social platforms is essential for OREO. This campaign perfectly embodies our ethos by delivering a commerce experience that’s not only fun but deeply representative of our brand. Anne Martin Director Shopper Marketing, Mondelez Challenge Inspiration Idea Results AT A GLANCE 17.2% Increase at Kroger during Jan-Feb activation vs. prior holiday period AT A GLANCE 68% Surge in OREO website traffic AT A GLANCE 350M Total reach across social platforms Name This OREO is a prime example of what a great campaign should deliver—an engaging dose of entertainment, a social experience rooted in culture, and an innovative, creative approach to driving conversion. Our consumers are incredibly fun and imaginative, and this initiative perfectly captures the playfulness that has always defined OREO. Manuel Borde Global Chief Creative Officer, Commerce, VML Listen to our "VML on Creativity" podcast for the inspiration behind the campaign. Manuel Bordé breaks down how creativity like "Name This OREO" can transform transactional moments into powerful, playful expressions of brand purpose and how commerce, when done right, is culture - have a listen here: LISTEN TO PODCAST slide 2 of 3 AWARDS 2025 CANNES LIONS Audio & Radio GOLD LION 2025 CANNES LIONS Audio & Radio SILVER LION 2025 CANNES LIONS Social & Creator — Creator Collaboration SILVER LION 2025 CANNES LIONS Social & Creator — Social Listening & Insight SILVER LION 2025 CANNES LIONS Direct BRONZE LION 2025 D&AD AWARDS Radio & Audio GRAPHITE PENCIL 2025 D&AD AWARDS Commerce WOOD PENCIL PRESS 12 Creative Campaigns To Know About Today Ad Age Where does the Name OREO come from? Name this OREO Launches RoastBrief This Campaign Discovers the Origins of the Name OREO Little Black Book VML Creates Name This OREO Shots Oreo plays on lore behind its brand name with web audio challenge Marketing Dive VML NY Goes Into the Story Behind Oreo's Name in New Campaign Design Rush RELATED CONTENT MONDELĒZ INTERNATIONAL OREO Calls Turning referee signals into shoppable moments, Oreo redefines advertising with creativity and innovation READ CASE STUDY MONDELĒZ INTERNATIONAL OREO Menu Turning any website's hamburger menu into a menu for OREOs READ CASE STUDY