-author-avatar_thumbnail.jpg){kind=avatar}
Oreo Mexico's ‘Chopeo' Campaign: Key Findings
Campaign Snapshot
Oreo is pushing the simple act of dunking cookies in milk into a full cultural moment with a localized campaign built around a ranch of black-and-white "OREO Cows."
In its latest move to deepen brand love in the Mexican market, Oreo teamed up with VML’s Mexico and New York offices to spotlight the country’s beloved “chopeo” ritual.
The "chopeo" is a beloved practice of dipping a cookie into milk, elevating the snacking experience into something iconic.
View this post on Instagram
At the center of the campaign is a humorous five-minute film featuring a farmer and his herd of Belted Galloway cows, whose stark black and white markings mirror the signature Oreo design.
Its local flavor and absurdist charm make the simple case that dunking an Oreo in milk should make a comeback.
Christian Calabrese, VP of marketing at Mondelēz International Mexico, said the initiative is about creating "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,” he added.
Miguel Merino, marketing excellence director at Mondelēz International Mexico, added that the campaign "revives a ritual we know drives both brand love and sales."
"It does so with humor, craftsmanship, and a deep understanding of our local consumer," Merino explained.
How 'Chopeo' Comes Alive
At the center of the campaign is a documentary-style film set on a rural ranch, where a farmer named Guadalupe López proudly raises a herd of black-and-white Belted Galloway cows whose markings mirror Oreo’s signature look.
He gives viewers a sneak peek into his ranch life, introducing his cows and the allegations he gets of painting them.
"They're my Oreos, but in cow form," he speaks of his cows.
Eventually, he tries out Chopeo for himself.
The message of the film is simple and familiar: dunking an Oreo in milk is not just a habit, but a ritual worth celebrating again.
This fully integrated campaign taps into 360-degree touchpoints — from media to retail — to take consumers from curiosity to ritual behavior and ultimately to purchase. Oreo’s effort here plays on the familiar while giving fans new ways to engage with a beloved snack moment.
Beyond the film, Oreo is producing a limited run of physical milk bottles like those seen in the video and sending them to influencers across Mexico to spark content and conversation around the "Oreo + milk" pairing.
The brand also partnered with one of the country’s most beloved milk labels to launch a co-branded, limited-edition product available nationwide.
Together, the film, creator seeding, and in-store execution form a connected experience that establishes Oreo’s place in daily life.
In turn, it strengthens its brand identity just by telling an earnest and heartfelt story.
Lessons From Oreo’s Dunk-Forward Campaign
Oreo’s latest effort in Mexico offers a case in how to amplify a simple ritual into a wider cultural conversation.
- Brands can elevate everyday moments by tying them to locally meaningful behaviors and rituals.
- Integrating physical products, storytelling, and digital amplification creates multiple hooks for consumer engagement.
- Activations that invite user participation can help embed a campaign into social culture.
Last year, Oreo generated an estimated $4 billion in global sales, making it one of Mondelez International’s most prominent snacks in its portfolio.
Our Take: Is a Simple Habit Key to Snack Marketing?
When a brand stops selling a product and starts celebrating the moments people share around it, it moves from being another item on the shelf to a part of everyday life.
This can be said for Oreo's recent stunt.
It sidesteps traditional ad tropes and leans into a habit universally done, but not many knew there was a term for: "Chopeo."
And in a crowded snack market, those are the kinds of narratives that become memorable to consumers.
In other news, Mondelez’s Oreo teamed with Marvel on its recent “Stuf of Legends” cookie drop that also turned simple snack occasions into collectible experiences.
Find the teams driving growth and engagement across every platform.
Check out the top digital marketing agencies in our directory.
-author-avatar_mobile.jpg){kind=avatar}
