VML latest creative commerce idea for Oreo has taken the brand’s playfulness out of the aisle and onto the pavement.
In the US cities of Cincinnati and Columbus, Oreo Walks transformed crossings outside of Kroger stores into offers, designed to intercept shoppers before they even pick up a basket.
The out-of-home campaign features a set of illustrated faces appearing to munch on a stack of Oreo’s, created by blending minimalistic character art with the black-and-white lines of the store’s actual crosswalk.
It turns the crossing into a towering row of Oreo cookies seen from the side. The takeover stops shoppers in their tracks and invites them to scan the QR code on the pavement
“We know shoppers don’t always head to the cookie aisle, so we brought OREO Cookies to them, right at the entrance. It’s a great reminder that creativity doesn’t just build awareness, it drives purchase,” Mondelēz International director of omnichannel activation Carly Kerlakian said.
