Oreo found a creative solution to the problem of broke cookies by drawing inspiration from the Japanese art of Kintsugi. This centuries-old technique, which means 'golden joinery,' involves repairing broken pottery with lacquer mixed with precious metals, adding a new layer of imperfect beauty to a once-damaged item.
Similarly, a campaign by Oreo transformed broken cookies into a delightful experience by allowing customers to repair them with its classic cream filling. To mend their cookies, shoppers in Mexico could purchase limited edition tubes of Oreo filled with vanilla cream. Up for a 2024 Lion in Cannes, Kintsugi Oreo was developed by Leo Burnett Brazil and Leo Burnett Mexico.
Trend bite
Political polarization, climate crisis, inflation — as levels of stress and anxiety remain high, it's no wonder people are seeking moments of pleasure and surprise. Oreo's playful, hands-on concept of fixing broken cookies offers a fun counterpoint to eeks and blahs. Gluing a cookie back together becomes a snack-sized art project anyone can tackle, and a mundane mishap is turned into a tiny therapeutic break from daily stresses.
