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.
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."
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
As the OREO audience evolves, the brand sought to redefine its "Stay Playful" ethos by creating an engaging experience that resonates with young consumers while driving commerce.
The iconic twist, lick and dunk of OREO cookies inspired a new language code – one that’s just as playful and creative as our audience.
We launched "Name This Oreo" – a mobile audio experience where fans use a simple language code to name OREO cookie combinations and unlock exclusive rewards. This activation was rolled out globally across social media, OOH campaigns and retail partnerships.
We transformed a trending name-origin theory on social media into a viral gamified sensation that didn’t simply stem the OREO brand's traditional post-holiday slump — it obliterated it! Growth in OREO buyers, trips and unit sales during the January-February period that the program ran exceeded the brand's holiday season performance:
- Unit sales at Kroger increased 17.2% over the 8-week activation period in Jan/Feb versus the prior 8-week holiday period.
- Already-high household penetration at Kroger jumped an additional 6% during the program period versus the previous period.
- Trips at Kroger increased during the Jan-Feb program period by +9.6% vs. the previous period.
- Site traffic soared +68%.
- Social reach was a staggering 350 million
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:
Please provide your contact information to continue.
Awards
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 LaunchesRoastBrief
This Campaign Discovers the Origins of the Name OREOLittle Black Book
VML Creates Name This OREOShots
Oreo plays on lore behind its brand name with web audio challengeMarketing Dive
VML NY Goes Into the Story Behind Oreo's Name in New CampaignDesign 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