# Eating Broken Glass Mebucaine: When Swallowing Hurts By Ayman | Published 2008-05-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mebucaine-swallowing-hurts References: [arabaquarius.blogspot](http://arabaquarius.blogspot.com/2008/05/when-swallowing-hurts.html) Following their freaky looking misplaced body parts campaign, **Mebucaine** goes for different approach with this broken glass food campaign. Developed by [Saatchi & Saatchi Brussels](https://www.trendhunter.com/trends/sweet-suspicion), the print ads show various food items ([pizza, cake slice, sushi](https://www.trendhunter.com/trends/pizza-hut-frozen-pizza) and a pineapple) that are made from pieces of broken glass. The purpose is to let you know that Mebucaine is the solution *when swallowing hurts*. And what would hurt more than swallowing pieces of broken glass? I actually like the art direction of this one (by Patrick Vermeylen and Stijn Klaver). Also, photographer Tom Joye did a nice job on capturing the images. The pieces are so well constructed, they almost look like decorative pieces. Check out the strange previous ad campaign from Mebucaine: ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 65% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Edible Glass:** The development of edible glass-like food products could disrupt the food industry by providing options for individuals with swallowing difficulties. - **Medical Food Supplements:** Developing medical food supplements could offer an alternative solution for individuals with swallowing difficulties. - **Breakable Food Packaging:** Creating breakable food packaging could offer an innovative way to promote products while highlighting the concept of swallowing and potential difficulties. ### Sectors Adopting This - **Food and Beverage:** Companies in the food and beverage industry could benefit from developing innovative products for individuals with swallowing difficulties. - **Pharmaceuticals:** Pharmaceutical companies could benefit from exploring options for medical food supplements to address swallowing difficulties. - **Packaging:** The packaging industry could benefit from developing breakable packaging solutions as a unique marketing tool for food and beverage products. ## Related on Trend Hunter - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Edible PSA Cookies](https://www.trendhunter.com/trends/diagnosticookies.md) - [Chainsaw-Sliced Sandwiches](https://www.trendhunter.com/trends/chainsaw-sliced-sandwiches.md) - [Bizarre Soda Campaigns](https://www.trendhunter.com/trends/try-more-weird.md)