OREO's playful audio experience invites fans to decode cookie combinations

OREO is inviting fans to stay playful and discover the origins of the sandwich cookie's name in its latest "Name this OREO" campaign. Created in collaboration with VML, "Name this OREO" is an audio experience where fans can decode and name OREO cookie combinations with a fun and simple language. 

The campaign uses a language code inspired by the cookie itself. The cookie is identified as "O" while the cream filling is represented by the sound "RE". Hence, a cookie, cream filling, cookie combination would sound like O-RE-O, while a cookie, cream, cream, cookie combination would result in O-RE-RE-O. 

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To participate, fans can visit the campaign site where they are tasked to read the OREO combinations aloud using their phone's microphone. They must get it right before the timer runs out in order to win exclusive offers from OREO. 

The playful experience blends creativity and commerce while staying true to the brand's essence, according to a statement seen by MARKETING-INTERACTIVE. "Name this OREO" is launched globally across social media, OOH campaigns and retail partnerships. 

"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," said Anne Martin, director shopper marketing, Mondelez. 

"‘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," added Manuel Borde, global chief creative officer, commerce, VML.

OREO has always centered fun and playfulness in most, if not all of its efforts. Last year, it collaborated with Coca-Cola to unveil exclusive treats and a unique Spotify experience for fans. 

Inspired by "besties" around the world, the collaboration saw the launch of OREO Coca-Cola sandwich cookie and Coca-cola OREO zero sugar limited edition drink. The limited-edition OREO Coca-Cola sandwich cookie boasts a distinctive design with a red and black colour-blocked design. It features one signature OREO chocolate Coca-Cola wafer cookie on one side and a red-coloured golden OREO wafer embossed with one of three unique designs on the other. The cookies are stuffed with a creamy filling and popping candy to mimic the experience of drinking the beverage. 

Meanwhile, the Coca-Cola OREO zero sugar limited edition drink will feature flavour hints inspired by OREO cookies. 

The global campaign featured a partnership among Coca-Cola, OREO and Spotify to create an immersive digital experience for fans. Titled "Bestie mode digital experience", Spotify, Coca-Cola and OREO created an exclusive platform and first-of-its-kind musical experience designed for besties to merge music tastes and enjoy together. To do so, consumers have to scan a QR code on the limited-edition products and follow the steps to explore "Bestie Mode" and sync up music preferences with their bestie. 

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