Dive Brief:
- Oreo is leaning into internet lore surrounding the meaning behind its name with a new audio-driven web experience, per details shared with Marketing Dive.
- “Name This Oreo” plays on speculation that the brand’s moniker is a combination of the “O” in cookie and “RE” in cream, with two “Os” sandwiching a “RE” making up Oreo. A web page tasks consumers with speaking aloud different “O” and “RE” combinations using their phone’s microphone before a timer runs out.
- Those who successfully complete the challenge will receive exclusive Oreo offers courtesy of retail partner Kroger. The Nabisco snack marketer is supporting the activation globally with social media, influencers and out-of-home (OOH) ads.
Dive Insight:
The origin of the word Oreo is difficult to verify, with some believing it is rooted in French or Greek etymology and others thinking it was chosen simply for being easy to say. The Nabisco brand is having fun with one of the more elaborate online theories that posits that the name is meant to reflect the structure of the sandwich cookies, with the “Os” standing in for the cookie biscuits and the “RE” meant to be the creamy filling in between.
“Name This Oreo” gamifies the idea, presenting players with complicated visualizations of cookie stacks — one comprised of “O-O-O-RE-RE-RE-RE-RE-O-O-RE-RE-RE-O-O-RE” appeared when Marketing Dive tried out the experience — and asking them to read through them quickly using a phone microphone for the chance to win deals. The stacks are available to view before starting the timer countdown, granting participants a chance to try and memorize the order without getting tongue-tied.
WPP agency VML is behind the mobile audio concept that ties into Oreo’s larger “Stay Playful” messaging platform. Media elements such as influencer partnerships, social media content and OOH are raising awareness for “Name This Oreo.”
“‘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,” Manuel Borde, global chief creative officer of commerce at VML, said in a statement.
VML and Oreo continue to experiment with web-based activations that tie in a commerce component. Last year, the two reenvisioned the ubiquitous “hamburger” menu icons found on many websites and apps as The Oreo Menu, which could be used to redeem promotional codes. Before that, the two ran a similar effort centered on black and white bar codes.
