We’ve all opened a cookie pack to find a few broken pieces. Most brands ignore it. Oreo turned it into art. Inspired by the Japanese philosophy of Kintsugi—the practice of repairing broken pottery with gold—Oreo launched “Kintsugi Oreo”, a campaign that celebrated cookie cracks as symbols of resilience and joy. It wasn’t just about fixing snacks—it was about reframing imperfection as something worth savoring.
Campaign Overview
Developed by Leo Burnett Brazil and Leo Burnett Mexico, “Kintsugi Oreo” launched in 2024 with a limited-edition product and a poetic brand film. Oreo released special tubes of vanilla cream—designed to let consumers “repair” broken cookies by filling in the cracks, just like Kintsugi artisans do with gold.
The campaign ran in Mexico and Brazil, supported by in-store activations, influencer content, and social storytelling. It was positioned as a mindful, joyful way to engage with Oreo—especially during moments of stress or imperfection.
Campaign Objective
Oreo aimed to:
Reframe broken cookies as a delightful, creative experience
Reinforce its brand identity around playfulness, emotional connection, and cultural relevance
Introduce a new product format that turns imperfection into interaction
Spark conversation around beauty in flaws and the joy of everyday rituals
The goal was to turn a product flaw into a feature—and make it emotionally resonant.
Execution
Limited-Edition Cream Tubes: Oreo released standalone tubes of its classic vanilla cream, inviting users to mend broken cookies with frosting.
Hero Film: A beautifully shot video explained the philosophy of Kintsugi and showed families repairing cookies together.
In-Store Displays: Retail setups featured cracked cookies and cream tubes, turning the shelf into a storytelling space.
Social Media Activation: Fans shared their own “cookie repairs,” turning the ritual into a trend.
Cultural Tie-In: The campaign honored Japanese aesthetics while making it accessible and playful for Latin American audiences.
Brand Impact
“Kintsugi Oreo” positioned the brand as emotionally intelligent, culturally curious, and creatively fearless. It resonated with consumers facing everyday stress, offering a small but meaningful moment of joy. The campaign also deepened Oreo’s identity as a brand that celebrates connection—whether through sharing, play, or repair.
Results
The “Oreo Kintsugi” campaign beautifully blended Japanese artistry with emotional storytelling, turning broken Oreos into symbols of resilience and self-acceptance. The campaign achieved over 120 million impressions across Mexico and Brazil, with high engagement on TikTok and Instagram under the hashtag #KintsugiOreo. It was shortlisted for Cannes Lions 2024 in both Design and Brand Experience, and featured in TrendWatching, My Modern Met, and leading food innovation blogs.
During the campaign period, Oreo experienced a notable lift in sales and brand sentiment, positioning itself not just as a snack brand, but as a voice for embracing imperfections and finding beauty in the broken.
Lessons Learned
“Kintsugi Oreo” teaches us that flaws can be features. The campaign also shows the power of ritualized interaction—when consumers engage with your product creatively, they form deeper bonds. And finally, it proves that cultural inspiration works best when it’s emotionally aligned.
