What’s behind the giant Oreo-shaped vault door mounted to a bright blue garage in midtown Manhattan? Curious passersby who decide to approach and find out for themselves will have the most authentic and rewarding answer to that question, but the rest of us can live vicariously through photos and video of this clever interactive ad installation promoting the cookie brand’s new flavor.
Once you open that portal-like door, a sign greets you with this message: ‘Welcome to the Oreo Wonder Vault – Pull the lever to begin.’ Follow the directions and a box of free cookies will come sliding down a conveyer belt, delivered directly to you via slide. This time, it’s ‘Filled Cupcake’ flavor.
Oreo tells Ad Week that as many as 50 prototype flavors and over 100 additional ideas can be in the Wonder Vault at any time, and it can take up to 18 months to perfect each one before it’s ready for release. “The limited edition process never stops; we have lot of flavor ideas just waiting to make their way to the world.”
The fun installation is located somewhere near 18th street between 7th and 8th Avenues, and appears to have already delivered all the free cookies it had to offer. The new flavor will be in stores on February 8th.