VML and Oreo elevate the ‘chopeo (dunking)’ ritual to a new level of cultural relevance in Mexico in the form of the OREO® Cows, a breed known as Belted Galloway that's distinguished by its black-and-white bands around the center of their bodies that mirror the cookie’s design. The cows aren't just a metaphor, but the the creative engine behind the campaign designed to bring back the country’s most delicious dunking ritual.
The OREO Cows
The 'Oreo Cows' blends humor, tradition and creativity to celebrate Mexico’s love for an iconic ritual.
Client
- Mondelēz International
Office
- Mexico
- New York
This classic combo features an unexpected cast of stars.
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.
The campaign aimed to elevate the act of dunking Oreo cookies in milk to a new level of cultural relevance in Mexico. The goal was to transform this simple ritual into an iconic symbol of Mexican identity while strengthening brand love and driving sales.
The creative inspiration came from the unique design of Oreo cookies, which resemble the black-and-white bands of Belted Galloway cows. This connection became the foundation for a campaign that humorously reimagined the Oreo dunking ritual.
The campaign introduced “The Oreo Cows,” a breed of cows with Oreo-like markings, as the creative centerpiece. A film featuring a farmer and his Oreo Cows was created to humorously highlight the authenticity of the Oreo and milk combination. The campaign also included limited-edition milk bottles sent to influencers, a co-branded product with a beloved Mexican milk brand, and a fully integrated 360° strategy that combined storytelling, influencer activation, and retail execution.
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
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
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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 cookiesThe Drum
Oreo Doubles Down on Dunking Ritual in Mexico with Love Letter to MilkLittle Black Book
Oreo Celebrates the Dunking Ritual with the Reveal of its New Campaign "The Oreo Cows"RoastBrief US
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