• June 5, 2007

Marketing pundits may have written the jingle's epitaph, but Kraft Foods' Nabisco division is hoping to convince consumers the all-American jingle is alive and well.

The company is launching its third annual promotion for Oreo Cookies that gives consumers a chance to compete for $10,000 by singing the "Oreo & Milk Jingle." The contest gives informal groups, from duos to choruses of 15 people, a chance to have their taped performances on a sign in New York's Times Square.

Ten semifinalist groups will be posted at oreo.com for visitors to vote on. The five groups will then compete in a Times Square event hosted by Carson Daly.

The company is also sending an "Oreos Cookies Jingle" van around the country to Minor League Baseball games, offering samples and letting groups sign up to perform the jingle.

Groups have to videotape themselves singing the jingle, then upload it to the Web site, between now until July 23. Groups of 16 or more singers also can submit videos of themselves singing the jingle, and Oreo will send them cookies and milk.

--Karl Greenberg