The OREO Cows

EN ENGLISH ESPAÑOL Our Work The OREO Cows A humorous and culturally relevant campaign that revives the Oreo dunking ritual in Mexico CLIENT Mondelēz International OFFICE Mexico New York Oreo brings back the joy of dunking cookies in milk with “The Oreo Cows,” a campaign that blends humor, tradition, and creativity to celebrate Mexico’s love for this iconic ritual. Our role at Mondelēz is to create connections that last. With this initiative, Oreo® aims to reclaim the spotlight of its most emblematic ritual and transform it into an iconic element of our culture. By joining forces with VML Mexico and VML New York for this campaign, we strengthen our ability to deliver experiences that resonate in the Mexican market, revitalizing traditions that define the brand and strengthen family bonds in every consumption moment. Christian Calabrese VP of Marketing at Mondelēz International Mexico. Challenge Inspiration Idea This campaign is a great example of how we continue to strengthen Oreo®’s cultural relevance in Mexico—not only through storytelling, but also through commercial impact. It revives a ritual we know drives both brand love and sales, and does so with humor, craftsmanship, and a deep understanding of our local consumer. Miguel Merino Marketing Excellence Director at Mondelēz International Mexico slide 2 of 5 This campaign is a true testament of the universality of our 'OREO hidden in play sight' insight and strategy to reinforce brand love and equity for 'Stay Playful' while driving sales, something we have been successfully doing for the past years in the American market, and we now have the pleasure to do for OREO Mexico. Manuel Bordé Global CCO Commerce at VML PRESS Oreo enlists black-and-white cows to make cookie dunking cool in Mexico Ad Age Oreo brings back dunking with cows that look like cookies The Drum Oreo Doubles Down on Dunking Ritual in Mexico with Love Letter to Milk Little Black Book Oreo Celebrates the Dunking Ritual with the Reveal of its New Campaign "The Oreo Cows" RoastBrief US RELATED CONTENT MONDELĒZ INTERNATIONAL OREO Walks Turning crosswalks into shoppable out-of-home with unmistakable flavor READ CASE STUDY MONDELĒZ INTERNATIONAL Name This OREO An interactive mobile audio experience that lets fans decode and name OREO cookie combinations READ CASE STUDY