Oreo’s ‘Kintsugi’ marketing campaign addresses the common issue of broken cookies by drawing inspiration from the ancient Japanese art. Kintsugi, which means “golden joinery,” is the practice of repairing broken pottery by mending the areas of breakage with lacquer dusted or mixed with powdered gold, silver, or platinum. This technique not only restores the item but also adds beauty and value to the breakage.
Consumers often find broken Oreo cookies to be a disappointment, viewing them as imperfect and less enjoyable. However, the philosophy of Kintsugi teaches that there is beauty in imperfections and that items can become more valuable when repaired thoughtfully.
Oreo aimed to transform the negative perception of broken cookies into a positive experience, emphasizing that broken Oreos can be even more delightful. By leveraging the cultural significance and aesthetic appeal of Kintsugi, Oreo seeks to reframe broken cookies as unique and special rather than flawed.
The core idea was to embrace the breaks in Oreos and celebrate them by “repairing” them with extra cream filling, mimicking the Kintsugi technique. This not only adds more taste but also turns each broken cookie into a unique, artful treat.
The campaign was brought to life through a series of engaging and visually captivating advertisements and social media content. Each piece showcased the process of mending broken Oreo cookies with additional cream, illustrating how the breaks were turned into beautiful, cream-filled lines. Specially designed to look like a traditional glue stick, this product was filled with extra Oreo cream.
Through this innovative approach, Oreo not only addressed the practical issue of broken cookies but also created a meaningful narrative that resonated with consumers, ultimately enhancing the brand’s image and consumer loyalty.
“Inspired by the centuries-old Japanese art of mending broken pottery with gold, we present the ‘Kintsugi Oreo’. Now, if your Oreo breaks, it’s easy and fun to fix it: just use our famous vanilla cream to join the pieces and make the world’s most beloved cookie even more delicious.” – Vinicius Stanzione, CCO at Leo Burnett Tailor Made.
