Finding playfulness in the most boring place: voice notes

In Latin America, Oreo wanted to reconnect with a younger audience in a saturated, noisy digital space. The challenge? Do it with a limited budget, without relying on traditional media.

The opportunity: everyone hates long, boring WhatsApp voice notes—but they send them anyway. We saw an Oreo in the waveform—literally. The dark lines looked like the cookie, the white gaps like the cream. So we asked people to send their most boring voice notes to Oreo via WhatsApp. In return, they received cookie discounts.

We turned one of the most annoying cultural behaviors into a playground for the brand, combining visual identity with audio interaction. The campaign spread organically through influencers, memes, and thousands of redeemed voice notes. With zero paid media, we earned massive engagement, increased social buzz, and proved Oreo could innovate in audio—without ever running a radio spot.

Key Results: