OREO CAKESTERS Launches 'The Soft Life' Pop-Up June 12–13, Leads Summer Airstream Tour
MDLZ•Mondelēz International's OREO CAKESTERS debuts 'The Soft Life' ASMR pop-up in New York City's Meatpacking District on June 12–13, immersing fans in a pillowy soft-baked experience. The activation kicks off a nationwide summer tour starting July 2 with a custom Airstream visiting Milwaukee, Chicago, Columbus, Bethlehem and Asbury Park.
1. NYC Pop-Up Launch
On June 12–13, OREO CAKESTERS unveils 'The Soft Life' in New York City's Meatpacking District, featuring ASMR stations, a cloud pillow pit, scent discovery, merch giveaways and free samples of its newly reformulated soft-baked cookies.
2. Summer Nationwide Tour
Beginning July 2, a branded Airstream camper will tour Milwaukee (July 2–4), Chicago (July 10–12), Columbus (August 1–2), Bethlehem (August 7–9) and Asbury Park (August 14–16), with additional stops in California and Texas to be announced.
3. Marketing Strategy and Consumer Appeal
This sensory activation highlights the softer CAKESTERS recipe, backed by data showing two-thirds of snackers prefer soft textures and nearly 30% seek on-the-go baked treats, aiming to boost brand engagement, sampling and social media buzz.
