We created and developed branded tools to help Hispanic moms enjoy shared moments while keeping their families immersed in Latin culture. Specifically, we brought Oreo into the Latin American storytelling tradition by producing the original, family-focused radio program Mama Lila y su Tesoro Magico (Mama Lila and Her Magical Treasure). Every Sunday for 26 weeks, Mama Lila narrated a classic fable from Latin America. Oreo branded the :30 radio capsules, introducing and closing each storyline while explaining the “traditional” way to enjoy an Oreo cookie. The messaging reinforced the value of sharing the Oreo story while our mom shared cultural moments with her child.Oreo also sponsored downloadable podcasts on Univision.com and on iTunes. Univision cross-promoted to educate Moms on how to access the online content. There, Moms also found the printable versions of the fables—including visuals of Oreo's ritual—for both mom and child to see and enjoy.

Since the launch, Oreo sales declines have ceased and leveled off among U.S. Hispanic consumers. The new Mama Lila programming doubled the radio network’s ratings for the time period vs. year prior, successfully redirecting listeners to the weekend time slot. We also succeeded in extending the life of Oreo's story time beyond air time with 100,000 downloads of the Oreo podcast via iTunes. Following great initial business results and consumer interest, we are expanding the program in 2009.