The key communication challenge is how a global brand like Oreo can create one cohesive campaign strategy while adapting to the different cultural values, communication styles, and consumer behaviors of the United States and Mexico. Because these markets differ significantly in Hofstede’s dimensions, particularly individualism versus collectivism, the same global message may not resonate equally across both audiences.

Noor and her team approached this case focusing on Oreo’s campaign adaptations in the United States and Mexico, comparing Stuf of Legends and Hola Mexico as culturally localized executions. The U.S. market reflects a more individualistic and low-context culture, while Mexico’s collectivist and high-context communication style makes emotional and symbolic storytelling more relevant. This cultural contrast makes the challenge of building a globally consistent yet locally meaningful campaign especially important for Oreo’s long-term brand relevance.

To resolve this tension, the team created their own version of culturally sensitive campaign. The campaign is based on the idea that Oreo transforms everyday moments into something special. The core action of twisting the cookie remains the same, but its meaning adapts depending on the cultural context.

The solution’s main value lies in transforming cultural differences into a shared, participatory experience, allowing Oreo to stay locally relevant while strengthening a unified global brand narrative. 

Watch Noor's amazing creation here: https://youtu.be/8Rl0W-Kr7Vw 

This team faced a really difficult task: to re-imagine one of the most successful advertising campaigns of all times - Nike's You Can't Stop Us

Alejandra, Daniela & Mariana saw the gap in the campaign's focus mostly in highly professional athletes, rather that broad audience of Nike's customers. Their creation invites all of us to join in!

If we look at the numbers, the difference is clear. The U.S. is a mature market with over 66 million subscribers and high revenue per user. Engagement there is driven by speed and self-expression. It's very ironic and meme heavy. People in the U.S. value their solitary watch list.

Now look at Mexico. It's a fast growing market with nearly 14 million subscribers, but here, a strategy has to be different. It's about national storytelling and using local slang to feel like a friend. Engagement in Mexico is driven by shared social experiences and emotional resonance.

If Netflix treats a Mexican viewer like a U.S. viewer, they lose that national spark that makes us care about the content in the first place.

Julio and his team studied a very sensitive case when, after numerous successful campaigns, something went wrong...

The culinary arts remain a male-dominated field in America. Only 24% of chefs are women; 7% head chefs. To show support for aspiring women chefs, Burger King launches the H.E.R. scholarship on International Women’s Day 2021. However, the original ad's attempted play at the “Women belong in the kitchen” stereotype inadvertently nullified any goodwill of the campaign.  

How can we better deliver a message of encouraging the women to pursue chefs' careers?

Julio: "The phrase “Let ____ cook” is a modern way of expressing that someone deserves a chance to explain or prove themselves in otherwise impossible circumstances... Burger King will play on this concept to create a truly empowering message for women across the globe, especially understandable among young women applicants".