VML NY Goes Into the Story Behind Oreo's Name in New Campaign

Oreo just launched a playful new campaign inviting fans to share their ideas behind the snack brand's iconic name.

Made together with creative agency VML New York, "Name This Oreo" was inspired by the lore that the "O" in Oreo comes from "Cookie," while, the "Re" comes from cream. And with the cream sandwiched in between two cookies, you get "o-re-o."

With this premise, the Mondelez snack brand launched a microsite that offers a unique talk-to-tech experience. Here, fans are invited to decipher the names of Oreo combinations and say them out loud on their phone's microphone. 

However, users must get the names of the Oreo combinations right in order to show off their skills and win exclusive offers. 

 

 

 

 

 

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"Name This Oreo" has launched across social media, OOH, and retail. 

Mondelez Director of Shopper Marketing Anne Martin shared that the brand is always looking for new ways to connect with its audience "who know and love our "Stay Playful" spirit."

Meanwhile, VML Global CCO Manuel Borde reinforced these sentiments, saying "Name the Oreo" is a prime example of what a great campaign should deliver, "with an engaging dose of entertainment, a social experience rooted in culture, and an innovative, creative approach to driving conversion."

Overall, the campaign serves as a reminder of Oreo's playful brand identity, at the same time, giving fans a fun and new way to engage with the brand. 

Partnering with ad agencies that understand the brand’s ethos is key to crafting campaigns that will resonate deeply with its target audience while maintaining creativity and cultural relevance.

Say 'Oreo'!

The short 45-second spot starts with an Oreo at the center of the screen, as a voice enunciates the syllables in the word "Oreo."

Now, two Oreos are seen on screen, which the narrator says is an "O-re-o-O-re-o."

A beat is then introduced, as different Oreo combinations paired with engaging animations grace the screen. 

"O-o-re-o. O-o-re-re-o. O-o-re-re-re-o-o-o!" floating heads sing to the upbeat track. 

The spot gets even crazier as the Oreo combinations grow more complex, with cream and cookies sandwiched between each other in a variety of ways.

The advert ends by inviting viewers to name the Oreo to get an offer. 

Meanwhile, Steve Aoki was hailed the new "Cheddies Chief Snack Officer" in the brand's latest campaign.