Name This Oreo
Oreo · 2025
7 awards: D&AD · Cannes · London International Awards · New York Festivals · +3 more
Strategic insight
The insight was flipping a cultural artifact (OREO Grammar) from passive social chatter into an addictive participatory game. By making fans literally speak the brand's language, OREO turned origin-story speculation into behavioral engagement and commerce.
The Format
A mobile-first, audio-driven game—voice recognition as the core mechanic—transformed a two-minute meme into a repeatable, streakable, reward-driven experience. Format did the heavy lifting: speaking OREO was the entire idea, not a side effect.
Business Result
Defied seasonal decline: OREO unit sales increased 17.2% during the 8-week promotion versus the holiday period. Site traffic surged 68%. Household penetration at Kroger rose 6% and shopping trips jumped 9.6% versus the prior 8-week period.
