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Oreo's Kintsugi Campaign: Turning a Common Cookie Problem into a Delightful Experience | Marketing Shots

July 16, 2024

Hello, awesome marketers and founders.

This is Luv, and here’s your weekly Marketing Shot :)(Delivered every Tuesday)

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We all know the feeling: you open a pack of Oreos only to find some of the cookies broken. It’s a small disappointment that many consumers face, viewing these broken pieces as imperfect and less enjoyable.

Oreo found a clever marketing solution by drawing inspiration from the ancient Japanese art of Kintsugi, which means 'golden joinery'.

This centuries-old technique involves repairing broken pottery with lacquer mixed with precious metals like gold.

The process not only restores the item but also adds a new layer of beauty and imperfections, transforming it into a unique piece of art.

Oreo's campaign took this philosophy and applied it to its cookies. Instead of seeing broken cookies as a disappointment, Oreo encouraged customers to mend them with their classic cream filling, adding a touch of joy and creativity to the experience.

To facilitate this, they released limited-edition tubes filled with vanilla cream specifically for this purpose.

Imagine the delight of transforming a broken Oreo into a beautiful treat, just like the repaired pottery in Kintsugi.

This campaign not only addressed a common issue but also brought an element of playfulness and artistry into the everyday act of eating cookies.

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That's a wrap for today! Thanks for being a part of our marketing community. Stay tuned for the next edition.

Thanks,Luv