Adults Channel Their Inner Child at OREO’s Pop-up
To drive trial and generate buzz for its new Choco Chip OREO cookie, Mondelēz transformed a vacant storefront in the ultra-hip Los Angeles neighborhood of Silver Lake into the Wonder Vault—an over-sized nostalgia-fueled kitchen where consumers could feel like kids again by sneaking a treat from the cookie jar (without getting in trouble).
A gigantic OREO cookie mounted on the front door marked the speakeasy-style entrance to the one-day experience. Inside, all of the home décor was fabricated 30 percent bigger than normal to create the sensation of being a child in a grown-up space. A towering refrigerator was covered in colorful alphabet magnets that pinned up childlike drawings. In the center of the room was a massive wooden kitchen table where adults had to crawl up onto huge white kitchen chairs to read “The Wonderfilled Times,” an oversized newspaper filled with branded content about OREO. “Too-tall” countertops encouraged adults to stand on a stepstool to reach for samples in the cookie jar.
A trompe l’oeil effect and backlit lighting created the illusion of a hallway and a backyard scene. An ambient soundscape brought the environment to life with sounds of children laughing and birds chirping.
Although the Choco Chip OREO Wonder Vault was designed to be experienced in real life, social media “photo-ops” created opportunities for consumers to share OREO’s brand with the world online. No word on how many millennials needed a nap after the event.