The thesis “Proposing Localization Marketing Plan to Unlock Local Activation Platform for OREO Cookies” is written based on the huge difference between OREO’s leading position as the No.1 selling cookie brand worldwide and its humble market share, at merely 10.5%, in Vietnam. The research is driven by the need to enhance OREO’s resonance with Vietnamese consumers, particularly millennial parents and children aged 3-12. While OREO has successfully implemented several global marketing campaigns like OREO Blackpink and OREO Pokemon, none of these have fully captured the cultural insights or liking of Vietnamese consumers. This thesis thus develops a marketing localization strategy for such discrepancies and focuses on consumer enthusiasm and region-specific activation approaches.