Oreo identified an opportunity to reconnect with a tradition in a way that felt both unexpected and authentically local, reinforcing the emotional bond between families, milk, and the iconic cookie.
In Mexico, the “chopeo” or milk-dunking ritual is a deeply rooted cultural habit and a key driver of Oreo brand love. However, in a crowded snack market, even iconic rituals need to be refreshed to stay culturally relevant.
VML and Oreo reimagined the dunking ritual through an unexpected cultural symbol: the Belted Galloway cow, a breed whose black-and-white markings naturally resemble the Oreo cookie. This creative connection became “The OREO Cows”, a playful campaign that brought the brand’s identity to life through humor, surprise, and cultural storytelling, turning cows into living ambassadors of the dunking ritual.
Developed by VML Mexico and VML New York in collaboration with Mondelēz International, the campaign brought the idea to life through crafted storytelling, content, and visual world-building. The Oreo Cows were positioned as the creative engine of the campaign, symbolically linking milk production to the cookie’s signature ritual. Rolled out across Mexico with integrated storytelling and PR amplification, the idea highlighted the “hidden in plain sight” insight that has long driven Oreo’s global communication strategy, while adapting it to local culture with a playful twist.
The campaign successfully revived and reframed a beloved consumption ritual, strengthening Oreo’s cultural relevance in Mexico while driving both emotional connection and commercial impact. Generating over 960 million impressions and 17.1 million in earned media, “The OREO Cows” reinforced the brand’s position as a playful cultural icon and demonstrated the power of local insight translated into globally scalable creativity.
AWARDS
Cannes Lions 2026
– Shortlisted in the Dan Wieden Titanium category
CREDITS
Brand: Oreo, Mondelēz International. VP Marketing, Mondelēz International Mexico: Christian Calabrese. Marketing Excellence Director, Mondelēz International Mexico: Miguel Merino. Creative Agency: VML, Mexico & New York. Global CCO Commerce, VML: Manuel Bordé.
