2025 Cannes Lions
Audio & Radio
Gold Lion
Name This OREO
An interactive mobile audio experience that lets fans decode and name OREO cookie combinations
- Office
- United States
- Client
- Mondelēz International
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.
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.
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:
Awards
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
London International Awards
2025
2 Silver
2025 New York Festivals
Audio/Radio: Best Use — Best Use of Medium
Silver
New York Festivals AME Awards
2025
Silver & Bronze
