Turning a social observation into an undeniable product truth

We’ve all been to the supermarket and seen products misplaced in other aisles. These “forgotten” products weren’t left behind by chance—but because of a simple, intuitive decision made in the moment: follow your desire.

When it comes to Oreo, its craveability is undeniable. It’s the kind of cookie that can make you leave anything else behind, just to enjoy one.

With this insight, we tackled our regional business challenge in LATAM: to position “Only Oreo is Oreo” as the only cookie so craveable it drives impulse decisions.

One of the biggest creative challenges was ensuring the visuals felt completely authentic. That’s the core of the idea: nothing staged, nothing retouched, nothing forced.
We aimed for effectiveness by encouraging people to keep doing what they were already doing—only now, we captured those spontaneous decisions with simple, real images.

A small but very human gesture, summed up in a single line:
A decision was made here.

Key Results: