Recently, Oreo created a pop-up activation and placed it on the streets of New York City.
Oreo is calling this pop-up the “Oreo Wonder Vault”. With over 50 prototype flavors, and 100 additional ideas in the Wonder Vault, consumers will be able to experience the new flavors of Oreo by simply opening the Oreo shaped door and watching a box “travel” right into their hands. Oreo says they make all their prototypes by hand, and once they have perfected the flavors they send it off for taste testing. Up until now, new flavors from the Wonder Vault would originally appear in stores for a limited period of time and Oreo would create digital ads to release the newest flavors. The recent pop-up in NYC is a way for consumers to taste the newest flavors 6 days before they release into stores. Pop-up activations like this catch the consumer’s eye and gets them involved with the brand in a more imaginative and fun way.