Oreo is turning one of its most iconic rituals into a bold cultural statement in Mexico with the launch of a new campaign, The OREO Cows. Designed to elevate “chopeo,” the act of dunking Oreo cookies in milk, the initiative reimagines a simple habit as a symbol of Mexican identity, blending humor, storytelling, and commerce into a fully integrated brand experience.
The campaign was developed through a strategic collaboration between VML New York and VML Mexico, uniting global brand thinking with deep local insight to strengthen Oreo’s presence in one of its most important markets.
From Ritual to Cultural Icon
For the past four years, Oreo, working with VML globally, has invited audiences to spot the cookie hidden in everyday life. This latest campaign builds on that creative lineage by reinforcing a familiar truth: Oreo and milk are a perfect match. The proof comes in an unexpected and playful form, the “OREO Cows.”
“Our role at Mondelēz is to create connections that last,” said Christian Calabrese, VP of Marketing at Mondelez International Mexico. “With this initiative, Oreo aims to reclaim the spotlight of its most emblematic ritual and transform it into an iconic element of our culture. Partnering with VML Mexico and VML New York allows us to deliver experiences that resonate deeply and strengthen family bonds in every consumption moment.
Inspired by the Belted Galloway breed, known for the distinctive black-and-white band around their midsection, the cows mirror Oreo’s iconic design. More than a visual metaphor, the cows become the creative engine of the campaign, offering a tongue-in-cheek yet memorable way to bring the dunking ritual back into the spotlight.
A Film Anchored in Humor and Local Flavor
At the center of the launch is a film set on a ranch populated by OREO Cows and led by a farmer on a mission: to convince the world that both his cows and the Oreo-and-milk combination are unquestionably authentic. The spot blends absurdity with charm, embracing a distinctly Mexican tone while delivering a clear message: it’s time to rediscover the joy of dunking. Watch below:
Manuel Bordé, Global CCO Commerce at VML, echoed that sentiment, noting the campaign’s roots in a long-running strategy. “This work proves the universality of our ‘OREO hidden in plain sight’ platform. We’ve successfully reinforced brand love and driven sales in the U.S., and we’re excited to bring that same playful power to Oreo Mexico.”
Influencers, Milk, and Retail Integration
To extend the idea beyond the screen, Oreo produced a limited run of physical milk bottles identical to those seen in the film. These bottles were sent to influencers across Mexico, inviting them to create content celebrating the Oreo + milk ritual in their own voices.
The brand also partnered with one of Mexico’s most beloved milk brands to introduce a limited-edition co-branded product available nationwide. Together, the film, influencer activation, and retail execution form a 360-degree campaign designed to move consumers from belief to behavior and ultimately to purchase.
Miguel Merino, Marketing Excellence Director at Mondelēz International Mexico, added that the campaign balances storytelling with tangible results. “This initiative strengthens Oreo’s cultural relevance while driving commercial impact. It revives a ritual we know fuels both brand love and sales, using humor, craftsmanship, and a deep understanding of local consumers.”
More than nostalgia, the OREO Cows function as a cultural movement. It takes an existing behavior, reinforces it with unexpected creative proof, and delivers it through a seamless blend of film, influencer storytelling, and retail presence.
At its core, the campaign reaffirms a simple truth: where there’s an Oreo, there’s milk. For the brand, it’s a reminder that some things just work better together, especially when one of them looks exactly like milk’s favorite cookie.
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