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100th birthday


Kraft Foods has claimed its controversial Oreo breastfeeding baby advert was “never meant to go public”.

Kraft Foods said the provocative picture of a child clenching a chocolate cookie while suckling on a woman’s breast was only supposed to be used once.

The nipple-exposing promo was made by its Cheil Worldwide agency, it added, which was merely going to use it for an advertising forum.

It also denied widely the reported allegations that it had been was running in publications across South Korea.

The image, with the headline of “Milks Favourite Cookie”, has caused quite a storm, and seriously divided opinion, on online forums, blogs and Twitter.

One said: “There is a thin line between creative liberty and ethics. A complete fail for me.”

Another added her disgust by saying: “Simply not pleasant. Nor appealing. (Are you going to have a nice warm cup of mother’s milk with your cookie now?)”

Kraft Foods has claimed its controversial Oreo breastfeeding baby advert was “never meant to go public”

Kraft Foods has claimed its controversial Oreo breastfeeding baby advert was “never meant to go public”

But others said they loved the picture. Thenikcreative posted on adsoftheworld.com: “Are you guys kidding? As an OREO fan I find this ad absolutely fantastic.

“The art direction is great – the look in the babies eyes is priceless … well done Cheil.”

And ashtrinjuljim said: “I’m a mother of 3 …I see nothing wrong with this ad…its natural for a mother to breast feed and if that’s the part u take offense to then Ur a prude plan and simple.

“The whole part about the baby holding the Oreo is cute and eye catching…..and as for those of u who think mothers breasts don’t look like the while breast feeding guess what some moms do! Get over yourself and Ur own insecurity….”

Some have suggested the “leak” of the advert could be part of Oreo’s 100th birthday promotional campaign which it officially celebrated last month.

A Kraft Foods spokesman said: “This ad was created by our agency for a one-time use at an advertising forum. It was never intended for public distribution or use with consumers.

“It has never run in Korea or any other markets.”

Born on March 6, 1912, the Oreo brand now fetches a staggering $1.5 billion in global revenues and is the world’s top selling cookie of the 21st Century.

A staple in households from New Jersey to Indonesia, the first ever Oreo was baked by the National Biscuit Co. bakery on West 15th Street in New York City.

The company sold its first batch of the creme-filled delights by weight in Hoboken, New Jersey, for $0.30/lb.

Inspired advertising campaigns right from the outset have ensured an enduring shelf life for the traditional cookie.

Oreo cookies 1951 advert

Oreo cookies 1951 advert

With slogans like “Oh-oh! Oreo” and “Milk’s favourite cookie”, along with collaborations with ice cream manufacturers and milk advertisers, the name Oreo is never far from one’s mind when it comes to the thought of tasty tea-time treats.

The decorative design of the cookie itself has changed only slightly since its inception when in the Fifties the Nabisco emblem was incorporated into the embossing.

Nowadays Oreos take 59 minutes to make and are covered in a pattern of 12 flowers, 12 dots and 12 dashes, and 90 ridges around the edge.

Sold in over 100 countries, the cookies are adored by children and adults alike from China to Chile where variations take into account local flavors and cultural tastes.

In Argentina, three layers of Oreo cookie and creme are covered in chocolate to make a traditional Argentine snack cake.



Oreo cookie celebrates its centenary in the US and four other countries, China, Saudi Arabia, Venezuela and Indonesia.

Flash mobs in seven US cities sang “Happy Birthday!” to the famous cookie: a white filling (or cream) sandwiched between two black biscuits.

The first Oreos were baked at the Nabisco factory in New York in 1912.

Oreo cookies are now sold around the world, bringing Kraft Foods – which owns Nabisco – $2 billion annually.

“It’s the best-selling cookie in the world,” said John Ghingo, senior director for Oreo Global at Kraft.

“The simple act of enjoying an Oreo cookie and glass of milk continues to speak to a universal, human truth: inside all of us… there’s a kid that deserves to be set free every once in a while,” John Ghingo said.

To mark the cookie’s centenary, Nabisco released a limited edition of "Birthday Cake" Oreo

To mark the cookie’s centenary, Nabisco released a limited edition of "Birthday Cake" Oreo

John Ghingo added that the name Oreo remained mystery even today, but one theory suggested that the two uses of “O” in the word represented the cookies and the “re” in the middle stood for the cream.

To mark the milestone, Nabisco released a limited edition of “Birthday Cake” Oreo.

On Tuesday, celebrations were also held in China, Indonesia, Saudi Arabia and Venezuela.

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