Products arriving broken is a global issue that varies in frequency, severity, and occurrence, but it's undeniable that it happens. In Mexico, that ain’t different.

People often complain online or at their local stores about receiving products that were already broken. However, breakages can also occur after the purchase due to accidental drops.

This problem isn't exclusive to other products; it happens with Oreos too. You can find frustrated consumers posting online about opening a pack of Oreo cookies only to discover that half of the cookies are broken.

Given that breakages can occur at various stages of the delivery process, from the factory to the consumer's hands, pinpointing the exact cause can be challenging. So, how do we address this issue?

Instead of focusing on preventing breakages, which can be difficult to control, we've developed a solution to fix them afterwards.

Kintsugi Oreo is a product designed to repair broken Oreo cookies, drawing inspiration from the traditional Japanese Kintsugi technique. Instead of using gold to mend the pieces, we've substituted it with delicious Oreo cream.

The product comes in an exclusive package with a thin tip, making it easy for people to apply the cream to the edges of the broken Oreo cookies and stick them back together. This results in an even more delicious Oreo with an extra filling.

Oreo is a product that invites playfulness, and with Kintsugi, we offer just that: transforming a negative experience into an opportunity for consumers to engage with our product. It's not just about fixing the Oreo; it's about making it tastier.

Even though the Kintsugi technique isn't widely recognized among Mexico's population, we chose to reach out to consumers through a team of influencers. We asked them to demonstrate how to use our product, encouraging people to use it if they found broken cookies. Social media was the perfect platform for this approach.

First, we studied the Kintsugi technique, gaining an understanding of the entire process, how artists mend pottery, and the tools they use.

We devised a solution by creating an exclusive package that replicates the lacquer tubes used by modern Kintsugi artists. With its thin tip, it's easier to apply the cream to the broken edges of the Oreo. The process is straightforward: reattach the pieces, and the cream will act as an adhesive, just as it does between the two chocolate cookies.

Kintsugi Oreo was a huge success, launching on Amazon's online store and selling out on the first day. Our team of influencers posted their videos featuring our new product around the same time, resulting in a significant increase in positive mentions about the brand and a rise in followers on Oreo México's TikTok page.

Following the initial sale, demand for Kintsugi Oreo was so high that people immediately began asking for a new batch to be made available again.

After the launch, we also noticed a decrease in complaints about receiving broken Oreos. Instead, people started sharing that they were intentionally breaking Oreos to use the Kintsugi technique and make them even tastier.