Creating the multi-verse of Oreo cravings, showing there’s more than the original flavor

Challenge
Across Latin America, OREO was overwhelmingly associated with its original flavor, limiting awareness and trial of a growing permanent portfolio that included Golden, Choco Choco, and Cookies & Cream. The business challenge was to shift consumer perception from a single-product brand to a multi-flavor portfolio brand.

Strategic Insight
Consumers today are deeply familiar with multiverse storytelling through entertainment culture—from superhero franchises to spin-offs and alternate worlds. At the same time, cravings are emotional states that change throughout the day. Different moods call for different satisfactions.

My Role
Led the strategic development of the campaign platform, identifying the cultural opportunity, defining the portfolio narrative, and shaping the regional communication approach across Latin America.

Strategic Solution
Built the OREO Cravings Multiverse—a brand world where every craving has its own OREO flavor universe. This led to the campaign idea: “¿En qué OREO estás hoy?” (“Which OREO are you today?”), inviting consumers to match their mood with a flavor and discover new sides of the brand.

Execution
Launched as a 360° regional campaign across TV, digital, OOH, and brand experiences, showing how consumers move through different craving universes during the day.

Impact
The campaign is currently live and early response has been positive. Initial success is measured through stronger portfolio visibility and progress toward changing the mindset that OREO only comes in one flavor.

Why It Matters
This project demonstrates how cultural relevance can unlock portfolio growth—transforming a hero product into a broader ecosystem people want to explore.