OREO serves up experiential wonder in NYC

There’s one fact of life that all of us can whole-heartedly agree on: chocolate is a wonderful thing.

But have you ever taken the time to consider where the good stuff comes from, or the magic that goes into conjuring up such delicious flavours?

Cookie brand OREO recently served up a quirky experiential marketing stunt that delighted fans by offering them a rare ‘behind-the-scenes’ glimpse into the production behind its new offering.

A mysterious blue door appeared right in the heart of New York City, serving as a gateway to the ‘OREO Wonder Vault.’ Making both fans and the media aware of the magical door ahead of its very brief appearance, the activation allowed visitors to receive their very own filled-cupcake cookies, delivered directly to their hands after travelling through the magical world of OREO flavour.

A humble garage on 18th Street was cleverly converted into the promotional vault, with a vast round cookie-shaped door featuring as the prominent centerpiece. When visitors arrived, they were encouraged to open the portal and pull a lever to be amongst the first to sample the latest range of ‘wonderfilled’ treats from the brand.

The clever reimagining of a humble garage proves once again that size doesn’t matter: you don’t need a huge space to make a big splash with experiential marketing.

Described by the brand as a “creative expression of the epicenter of cookie exploration at OREO,” the ‘Wonder Vault’ is a great example of how fun can, and should, be injected into product launches to create long-lasting and highly personal brand experiences. Aligning nicely with OREO’s brand positioning, it perfectly demonstrates how brand love can be built through magical experiences.



Experiential marketing is perfectly placed to bring abstract concepts such as flavour to life. Much like last year’s Boursin Sensorium virtual reality roadshow, OREO’s activation shows how the combination of engaging video with an interactive element can create experiences that fuel our imagination and also fire up our taste buds.

Joss Davidge is Director of the Unexpected at BEcause, the award-winning experiential marketing agency, dedicated to enhancing Brand Love. Sign up to Joss’ next complimentary brand experience masterclass to learn about the most effective experiential marketing strategies.