What did Oreo Cookies learn from the kids?

Do you know the correct way to eat an Oreo cookie? Take a look at this video [Oreo Ad] before I share my experience.

My not yet 2 years old kid was introduced to Oreo cookie a few months back. I was stunned when I saw her do the exact same thing with the cookie. She broke it open, licked up all the cream, bit a few pieces off the cookie and then handed over the remains. Signalling that she was done with it and ready for round 2.

Now, the first thing to come to mind was that she probably imitates what she sees around (And she does that quite often). However I know for sure that nobody in the family eats Oreo and even if they did, it wasn’t the “OREO way”. If memory serves me right, I haven’t seen Oreo ads recently on TV, so that as an influence is out too.

Which makes me think. Somebody at Oreo or their Creative/Research Agency probably cracked this well. Observing what could be a large group of kids and how they really enjoy their cookie. Learning from my daughter this could be how they enjoy it best without somebody telling them the “right way”.

I think very few brands get into their consumer’s life to understand not only what’s missing and how their product can help but instead reflect how their product is already being enjoyed in a manner which the brand team never guessed would be the case.