EAST HANOVER, N.J. — Mondelēz International Inc.’s Oreo brand is encouraging fans around the world to open their hearts to others in a new integrated global campaign.

The Open Up with Oreo campaign kicks off in the United States with a TV spot featuring singer Adam ­Lambert.

In the U.S. market, Open Up with Oreo encourages fans to open to new people and flavors with the official introduction of the Oreo Wonder Vault that launched the return of Red Velvet flavor Oreo cookies and introduced Cinnamon Bun flavor Oreo cookies.