Oreo Finds Beauty In Broken Cookies Through Japanese Art Of Kintsugi
Video screenshots via Matheus Valery / Leo Burnett Tailor Made
The iconic Oreo, meant to be twisted in half and enjoyed with a satisfying dunk in milk, often arrives in packages with a few unfortunate casualties. The brand, however, views them with a half glass of milk full, turning to a centuries-old Japanese art form called kintsugi.
Kintsugi, which translates to “golden joinery,” is the practice of repairing broken pottery with lacquer dusted or mixed with precious metals, typically gold. This technique celebrates the object’s history, transforming its cracks and imperfections into beautiful, gilded lines.
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Oreo applied this philosophy to its cookies by launching a limited-edition product in Mexico: squeezable tubes filled with its classic vanilla creme. These allow fans to become their own kintsugi artists, mending their broken Oreos and transforming them into unique, beautifully imperfect treats.
Image via Amazon Mexico
The campaign, developed by advertising agencies Leo Burnett Brazil and Leo Burnett Mexico, is a clever play on a universal frustration. It not only addressed the issue of broken cookies but also resonated with a growing cultural appreciation for imperfection.The move highlights the wabi-sabi philosophy, a Japanese aesthetic that embraces the beauty of impermanence and the natural world's flaws.
Video screenshots via Matheus Valery / Leo Burnett Tailor Made
[via Kottke, The Inspiration, TrendWatching, images via various sources]
