02 · OREO / Twist. Lick. Dunk. → Wonderfilled
A global icon, relaunched as a local ritual first.
CLIENT OREO · MONDELEZ · BRAND LAUNCH · BRAZIL → GLOBAL
01 THE PROBLEM
OREO was relaunching in Brazil, against an established category leader. The global Wonderfilled platform was ready to ship.
But Brazil didn’t know OREO yet. Launching a platform people didn’t know meant asking them to understand the brand before ever experiencing what made it iconic.
02 THE SHIFT
Before Brazil could love the platform, it needed to discover the ritual. Working with the global team and The Martin Agency, we created space for a local introduction first, with the product and Brazilian culture at the center, and built the bridge to Wonderfilled after.
Twist. Lick. Dunk.
03 THE PROOF
A Brazilian launch built on the ritual, local talent and a soundtrack the country knew by heart. Then a deliberate transition into the global platform.
One brand, the right entry point, and after Brazil, I coordinated the global deployment of Wonderfilled.
The films
Local first — A launch designed for Brazil, not adapted to it.
Then global — A planned bridge from the local introduction into Wonderfilled.
Global deployment — After Brazil, I coordinated rolling the platform out globally.
What this case taught me
Global consistency doesn't mean doing the same thing everywhere. It means knowing what must stay, and what must adapt.
Relevance doesn’t dilute a brand. When global ambition and local reality are connected well, the brand travels further.
Let's build yours.
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