The archive · Marketing & Growth · Marketing decision · 2025–2026
OREO's Name This OREO turns cookie stacks into a spoken audio game
OREO invents a spoken 'O-RE-O' language: read cookie-stack names into your phone's mic before the timer runs out to win offers.
OREO (Mondelez International)
What it had to solve
OREO needed a commerce experience that felt like the brand's playful 'Stay Playful' personality and stood out in a crowded social feed. Fans were already inventing O-RE-O wordplay online, giving the brand a ready-made, ownable language.
How it works
Internet lore says OREO's name comes from the cookie and cream: 'O' for cookie, 'RE' for cream. Fans already played with that idea online, inventing silly combinations, so OREO and VML turned the folklore into a commercial game.
In 'Name This OREO', cookie and cream layers become syllables: a cookie-cream-cookie stack is O-RE-O, a cookie-cream-cream-cookie stack is O-RE-RE-O. Fans visit NameThisOREO.com, see a stack on screen and must read its name aloud into their phone's microphone correctly before the timer runs out to win exclusive offers.
Launched globally across social media, influencers, out-of-home and retail (with an exclusive at Kroger), the audio experience blurred entertainment and commerce. It collected over 90,000 name submissions, won two Cannes Lions 2025 Audio & Radio awards, and took The One Show 2026 Best of Discipline in Radio & Audio-First.
Why it lands
- It turns the product's own name into a language only the brand can own — every cookie stack is already an OREO pun.
- The mechanic makes the customer perform the brand: reading names aloud is playful, shareable and trains the ear on O-R-E-O.
- Commerce is built into the game — correct reads unlock offers — so entertainment converts directly.
- It amplifies existing fan behaviour instead of inventing a new trend.
What it did
Collected more than 90,000 name submissions, won two Cannes Lions 2025 Audio & Radio awards, and took The One Show 2026 Best of Discipline in Radio & Audio-First — an audio-led promotion that made fans perform the brand.
What you can take
Turn folklore about your own name into a game the audience has to speak aloud: the customer performs the brand, the mechanic is shareable by design, and the prize loop converts play into commerce.
Since then
The experience ran as part of OREO's global 'Stay Playful' platform with an exclusive activation at US retailer Kroger, and the mechanic was designed to keep fans returning to the site. The campaign collected over 90,000 name submissions, won two Cannes Lions 2025 Audio & Radio awards, and took The One Show 2026 Best of Discipline in Radio & Audio-First.
Sources
- This Campaign Discovers the Origins of the Name OREO
- « Name This Oreo » primé 2 fois aux Cannes Lions Audio & Radio
- Publicis Conseil 'Three Words' Wins Best of Show at 2026 One Show
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