Oreo is tapping into internet speculation and playful curiosity surrounding its name with an innovative audio-driven web experience. The campaign, titled “Name This Oreo,” invites consumers to engage with the brand in a fun, gamified challenge that mixes creativity with commerce.
Here’s how the challenge works: players must say combinations of “O” and “RE” aloud using their phone’s microphone to match cookie stack patterns displayed on a web page—all while racing against a countdown timer. Those who successfully complete the challenge are rewarded with exclusive Oreo offers, thanks to the brand’s partnership with Kroger.
A Playful Nod to Oreo Lore
The exact origin of the Oreo name has long been a subject of debate. Some say it stems from French or Greek roots, while others believe it was simply chosen for its catchy simplicity. One theory, popularized online, suggests that the name reflects the structure of the sandwich cookie: the “O” represents the two cookie biscuits, and the “RE” stands for the creamy filling in between.
Oreo’s new campaign leans into this theory, using it as a creative springboard for “Name This Oreo.” Players are presented with complex cookie stack combinations like “O-O-O-RE-RE-RE-RE-RE-O-O-RE-RE-RE-O-O-RE” and must recite them quickly to win. Visuals are provided ahead of time to allow for memorization, making it both a test of memory and a fun tongue-twister.
Connecting Culture and Commerce
The campaign is part of Oreo’s ongoing “Stay Playful” platform, which uses innovative digital activations to engage fans and drive sales. Developed by WPP’s VML agency, “Name This Oreo” demonstrates how digital tools like mobile microphones can enhance brand interaction.
To amplify the campaign’s reach, Oreo is leveraging influencer partnerships, social media buzz, and out-of-home (OOH) advertising. According to Manuel Borde, global chief creative officer of commerce at VML, the campaign is a perfect blend of entertainment, cultural relevance, and creative conversion tactics.
Building on a Legacy of Innovation
This isn’t Oreo’s first venture into blending web activations with commerce. Last year, Oreo and VML reimagined the common hamburger menu icon on websites, transforming it into The Oreo Menu—a clickable interface that provided promotional codes. Another campaign used black-and-white barcodes to unlock exclusive deals.
These creative experiments show how Oreo consistently finds unique ways to merge playfulness with shopping incentives, keeping the brand relevant in today’s digital-first world.
Final Thoughts
With “Name This Oreo,” the brand turns a quirky internet theory into an interactive experience that’s equal parts entertaining and rewarding. By tying its playful personality to commerce-driven innovation, Oreo proves once again why it remains one of the most beloved snack brands.
Whether you’re a lore enthusiast, a cookie fan, or simply love a good challenge, this campaign is worth trying—just be prepared for a few tongue-tied moments along the way!