OREO (Mondelez): The OREO Cows

The playWhat they did

What most think~~Most brands think when an old habit fades, you let it go.~~

What this play showedOREO found a funny true fact, real cows that look like the cookie, and used it to make the case for dunking again.

In Mexico, dunking cookies in milk is called "chopeo", and only about 25 percent of Mexican consumers still do it regularly. OREO built a film around Belted Galloway cattle, a real breed with black and white bands that look like the cookie: a farmer the locals call loco has to prove his cows are real. Limited-edition milk bottles went to influencers, bottles with each cow's pattern hit store shelves, and a co-branded product launched nationwide with a popular Mexican milk brand.

The tapeWhy it worked

1
Flip the belief
The tape
Dunking was fading. About 1 in 4 still does it regularly. OREO didn't scold anybody. It handed them a funny reason to look again.
Why it works
People don't come back to a habit because you tell them to. They come back when it feels fun again.
Steal it
Find the habit your customers drifted away from and give it a fresh, funny reason.
2
Heart first, head second
The tape
The feeling is childhood: cookie, glass of milk, dunk. The reason is a limited bottle you want on your shelf.
Why it works
The memory gets the smile. The limited run gives you the excuse to buy now.
Steal it
Tie your product to a childhood memory, then give people a limited-run reason to act this week.
3
Clear wins
The tape
Cows that look like cookies. Look at it. A 12-year-old gets it in one breath.
Why it works
A weird true fact is easy to repeat, so people share it for you.
Steal it
Find one odd, true thing about your product that makes people say "wait, really?"

FinalThe score

Cannes Lions 2026: Dan Wieden Titanium Lion
Cannes Lions 2026: Gold, Direct
Cannes Lions 2026: Gold, Brand Experience & Activation

More than 960 million organic impressions, meaning views not bought with ads (per Roastbrief).

Your shiftYour rink

A farm shop. Bring back a habit people miss: milk and cookies after school. Let AI write and cut a 30-second film about it, and design a limited milk bottle for one week only. Then walk next door to the bakery and ask them to bake the cookie with you. This week's first step: ask ten regulars on WhatsApp (or Zalo in Vietnam) what they ate as kids that nobody eats anymore.

Coach LyCoach's Take

2nd line: AI plus you AI can make the film and design the limited pack. You check the odd fact is true and shake hands on the partner deal.

The No-Agency Playbook

Coach's call: 2nd line: AI plus you

OREO found real cows that look like the cookie and used them to bring back a habit. I'd send AI hunting for your version: a true, odd lookalike or story that ties your product to a habit worth reviving, then make the film and a limited pack. You check the facts and go shake hands with a local partner.
Coach Ly

Quick tipYou don't need all these tools to start. Claude writes your story and the partner pitch, and Higgsfield makes the film and the limited-pack label. You check every fact and pitch the partner yourself.

CStory Barn LWLookalike Hunt RWFilm FLimited Pack LDPartner RDCreator Drop GScoreboard

You on the bench: the owner, or your one-person marketing team. You make the calls.

AI runs it
AI drafts, you approve
You or a freelancer

C
Captain · orchestratorStory Barn
AI drafts, you approve
Keeps the story, the facts and the partner timeline in one place, and briefs every agent.
Your call: You approve the story and the partner before anything is made.
- Visual AI agent workflows that you can host on your own servers
- Careful long-form reasoning and writing that keeps brand context in Projects
LW
Left wing · agent 1Lookalike Hunt
AI drafts, you approve
Searches for real things that look like your product or tie it to an old habit, and checks each one.
Your call: You pick the one that is true and fun.
- Answers with cited web sources you can click and check
- Works across Google Workspace, Maps and YouTube from one chat
RW
Right wing · agent 2Film
AI drafts, you approve
Writes and makes a short film that tells your odd, true story, with a voiceover.
Your call: You approve the script and the final cut.
- Careful long-form reasoning and writing that keeps brand context in Projects
- Many leading video and image models plus ready-made ad presets
- Realistic motion with native audio, plus an agent canvas for storyboards
- Natural-sounding voiceover in many languages, Vietnamese included
F
Forward · agent 3Limited Pack
AI drafts, you approve
Designs a limited-edition label or pack that tells the story at a glance.
Your call: You approve the design and order a small run.
- Readable, accurate text and typography inside generated images
- Brand kits and templates let non-designers make on-brand assets quickly
LD
Left D · agent 4Partner
You or a freelancer
Drafts a short pitch for a local partner to co-brand the limited pack.
Your call: You shake hands. AI only drafts the pitch.
- Careful long-form reasoning and writing that keeps brand context in Projects
RD
Right D · agent 5Creator Drop
AI drafts, you approve
Sends limited packs to local creators and shops and tracks who posts.
Your call: You pick which creators get a pack.
- API messaging at scale for alerts, promotions, support and in-chat shopping
- Sells inside TikTok videos and LIVE streams through creators
- Reaches Vietnamese customers in Zalo chat with messages, content and chatbots
G
Goalie · agent 6Scoreboard
AI runs it
Tracks how many people saw it, creator posts and limited-pack sales, and says which part of the story people share.
Your call: Read it Monday with your coffee.
- Free web and app analytics with machine-learning forecasts of behaviour
- Shareable drag-and-drop dashboards over Google and BigQuery data

SourcesRead more

Facts checked on 2026-10-15. The film and articles belong to their owners.

OREO (Mondelez) The OREO Cows

Flip the belief

Heart first, head second

Clear wins