Oreo Case: An AI‑Driven brand relaunch opportunity

This teaching case explores the AI‑driven relaunch of Oreo in Spain, where the brand changes its iconic recipe (more cacao, less sugar) and executes a disruptive two‑phase “Adiós/Hola” campaign to rejuvenate its positioning among younger adult consumers without alienating loyal families. Students analyze the strategic decision to reformulate a mature FMCG product, the differentiation between marketing strategy and advertising tactics, and how generative AI tools could enhance consumer insight, creative development, media optimization and long‑term brand management.