OREO / WONDERFILLED
Sometimes the best way to bring a global idea to life is to know when not to start with it.
01
THE SITUATION
OREO was preparing to relaunch in Brazil after a previous attempt in the market. The global platform was ready.
But Brazil had its own competitive reality, cultural codes and an established category leader.
We weren't simply launching a global brand. We had to earn its place in Brazil.
02
THE TENSION
The global work was strong, but introducing OREO through a platform people didn't yet know meant asking consumers to understand the brand before experiencing what made it iconic.
Before Brazil could love the OREO brand, it needed to discover the OREO ritual.
03
THE SHIFT
We worked with the global team and The Martin Agency to create space for a local introduction before transitioning into the global platform.
The launch put the product, the ritual and Brazilian culture at the center.
TWIST. LICK. DUNK.
A global behavior introduced in a distinctly local way.
04
THE TURNING POINT
The challenge wasn't choosing between global consistency and local relevance. It was creating the conditions for both.
We aligned global, regional and local stakeholders around a launch designed specifically for Brazil, then built the bridge back to the global platform. Local relevance didn't replace the global idea. It made Brazil ready for it.
05
THE WORK
A Brazilian launch built around OREO's most iconic product behavior, local talent and a culturally recognizable soundtrack. Then, a deliberate transition into the global Wonderfilled platform. One brand. The right entry point for the market.
IS THIS LOVE — Brazil launch film
OREO, RECHEADO DE MARAVILHAS — Brazilian Wonderfilled film
WONDERFILLED — Global campaign film
06
THE ORCHESTRATION
Making it happen meant connecting different priorities across markets, teams and agency partners. GLOBAL STRATEGY → LOCAL INSIGHT → CLIENT ALIGNMENT → CREATIVE DEVELOPMENT → PRODUCTION → MARKET LAUNCH.
The work stayed globally OREO while becoming unmistakably relevant to Brazil.
07
THE OUTCOME
A SUCCESSFUL OREO RELAUNCH IN BRAZIL
LOCAL LAUNCH CONNECTED TO A GLOBAL PLATFORM
EXPANDED RESPONSIBILITY BEYOND THE MARKET
APPOINTED OREO GLOBAL ACCOUNT DIRECTOR
08
WHAT IT PROVED
Global consistency doesn't mean doing the same thing everywhere. It means knowing what must stay consistent and what must adapt.
When global ambition and local reality are connected well, relevance doesn't dilute a brand. It makes the brand travel further.
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