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What makes an Oreo an Oreo?

So many IP things to blog about, so much to catch up on … I’ll start with this:

If an Oreo isn’t round and black and white and crazy sweet, is it still an Oreo? What is the essence of Oreoness?

What the Chinese team at Kraft figured out is that an Oreo is an experience. You pry it apart, scrape out the filling with your teeth and plop it into a glass of milk. Their shorthand for the concept: “Twist, Lick, Dunk.” All the wild new shapes and flavors of Oreo wouldn’t work in China, unless they could somehow share that same experience.

Full story here.  For those few of us who enjoy thinking about the roles and histories of “things,” this is an entertaining and instructive tale.