Everyone loves an urban myth. VML and Oreo have conjured up a beauty, the story of a cow farmer with “OREO cows”, told in documentary style in a five-minute video. To hype the story, only his family believe the cows are real. His community argues that the cows are painted. The campaign film is five minutes of absurd back-and-forth debate infused with irresistible humour…

…that promotes the world’s Oreo dunking ritual in Mexico. It underlines the visible similarity of the story’s Mexican cow milk and Oreos and makes dunking (putting them together) part of Mexican identity. The cows are actual a breed known as Belted Galloway, distinguished by the black-and-white bands around the centre of their bodies, mirroring the cookie’s signature design.

In the full campaign Oreo is also producing a limited number of physical milk bottles identical to those featured in the film and sending them to influencers across the country, and the brand has partnered with one of Mexico’s most beloved milk brands to launch a limited-edition co-branded product, available nationally.

“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,” noted Miguel Merino, marketing excellence director at Mondelēz International Mexico VML’s campaign blog.

Manuel Bordé, global CCO commerce at VML, added, “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.”