“OREO’s online presence dominates, with its total social media posts being nearly six times more than its closest competitor, Snickers,” Laas said.

YouGov data showed OREO’s fame score at 100% and its popularity score at 76%.

“The brands that have a high YouGov fame score like OREO and Doritos have secured universal awareness, but their real advantage is built on short-form video engagement, where TikTok likes and hashtag volume directly fuel cultural relevance and impulse purchases,” Laas said. “High awareness can get a brand onto the shelf, but social platform velocity is what turns a passive household name into an active commercial asset.”

OREO’s strong social media engagement is also a result of its limited-time SKUs that grab consumer attention, such as its collaboration with Marvel Studios for its Marvel OREO Stuf of Legends Cookies; its “twist, lick, vote” campaign, which encouraged consumers to purchase three separate SKUs to vote on which one will become part of the permanent lineup; and its zero sugar innovation, which offers health-conscious consumers a chance to indulge in the sandwich cookie in a sugar-free format.