OREO CAKESTERS Debuts "The Soft Life," a Nationwide ASMR Pop-Up That Engages the Senses

Rhea-AI Summary

Mondelez (Nasdaq: MDLZ) is launching “The Soft Life,” a free OREO CAKESTERS ASMR pop-up in NYC’s Meatpacking District on June 12–13, 2026, followed by a nationwide Airstream tour.

The experiential campaign promotes the newly reformulated, softer OREO CAKESTERS recipe and offers immersive sampling in multiple U.S. cities.

News Market Reaction – MDLZ

+0.39%

+0.39% Session close to close

In the Jun 3 session, MDLZ gained 0.39%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement highlights Mondelēz’s continued investment in OREO brand engagement through a mult...

Analysis

This announcement highlights Mondelēz’s continued investment in OREO brand engagement through a multi-city experiential tour for OREO CAKESTERS. It follows a series of product and branding initiatives across the portfolio and comes against a backdrop of sizeable scale, including $38.5 billion in 2025 net revenues. Investors monitoring this news may focus on how such activations support household penetration, frequency, and pricing power within an already mature, global snacking franchise.

Key Figures

NYC pop-up dates: June 12–13, 2026 Pop-up hours: 12:00 PM - 7:00 PM Milwaukee tour stop: July 2–4 +5 more

8 metrics

NYC pop-up dates June 12–13, 2026 "The Soft Life" pop-up in NYC Meatpacking District

Pop-up hours 12:00 PM - 7:00 PM Daily hours for NYC "The Soft Life" event

Milwaukee tour stop July 2–4 "The Soft Life" Summer Tour in Milwaukee, WI

Chicago tour stop July 10–12 "The Soft Life" Summer Tour in Chicago, IL

Columbus tour stop August 1–2 "The Soft Life" Summer Tour in Columbus, OH

Net revenues $38.5 billion Mondelēz 2025 net revenues mentioned in article

OREO annual sales Over 60 billion cookies Global OREO cookie units sold each year

U.S. OREO sales More than 20 billion cookies OREO cookies sold annually in the U.S.

Historical Context

5 past events · Latest: 2026-06-01 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
2026-06-01	Product launch	Positive	-0.2%	Launch of CLIF BUILDERS White Fudge OREO-flavored protein bar with 20g protein.
2026-05-28	Brand refresh	Positive	+0.2%	Refreshed NEWTONS branding and packaging emphasizing made with real figs.
2026-05-26	Limited edition launch	Positive	-0.8%	Announcement of Limited Edition OREO & BTS cookies across 80+ markets.
2026-05-20	Dividend declaration	Positive	+0.5%	Regular quarterly dividend of $0.50 per share declared for Class A stock.
2026-05-19	Product launch	Positive	+0.1%	Launch of SOUR PATCH KIDS CHEWS targeting gamers via influencer campaigns.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent product and branding launches often saw small price moves, with a mix of aligned and divergent reactions.

Recent Company History

Over the last few weeks, Mondelez has focused on brand and product innovation, from the CLIF BUILDERS White Fudge OREO-flavored protein bar and NEWTONS rebranding to OREO & BTS cookies and SOUR PATCH KIDS CHEWS. A regular $0.50 quarterly dividend was also declared. Price reactions to these largely positive news items were modest, with both small gains and declines, indicating incremental rather than transformational impact. Today’s OREO CAKESTERS experiential campaign fits this ongoing brand-building pattern.

Key Terms

asmr

1 terms

asmr technical

"OREO CAKESTERS is hosting "The Soft Life"—a free, ASMR-packed pop-up in NYC's..."

ASMR (Autonomous Sensory Meridian Response) is a gentle, pleasurable tingling or relaxation some people feel in response to soft sounds, whispering, or calming visuals. It matters to investors because ASMR drives a dedicated audience and new ways to hold attention—similar to a targeted marketing channel—so growth or monetization of ASMR content can influence revenue, ad sales, subscriptions and product demand across media, wellness and consumer businesses.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Looking for things to do in NYC and beyond this summer? To celebrate the newly reformulated, softer-than-ever OREO CAKESTERS, the OREO brand is inviting fans on a free, sensory tour across the U.S., starting in New York's Meatpacking District.

• The Softer* Side of Snacking: OREO CAKESTERS is hosting "The Soft Life"—a free, ASMR-packed pop-up in NYC's Meatpacking District on June 12–13
• Enter a Pillowy, Playful World: The immersive experience replicates the pillowy soft feeling of biting into OREO CAKESTERS—a delicious, soft-baked twist on OREO cookies
• OREO CAKESTERS Hit the Road: "The Soft Life" will embark on a nationwide summer tour, with a custom-branded Airstream camper bringing the immersive sampling experience to cities and local events across the country

EAST HANOVER, N.J., June 3, 2026 /PRNewswire/ -- This summer, OREO CAKESTERS is inviting fans to experience the softer* side of snacking as it launches "The Soft Life" Pop-Up: An OREO CAKESTERS Brand Experience and nationwide tour. Designed to bring the treat to life through the senses, the free, public pop-up experience completely immerses OREO cookie lovers in the pillowy world of the brand's softest OREO CAKESTERS recipe yet*.

Inside this first-of-its-kind activation, fans will be able to see, touch and even taste what it means to embody OREO CAKESTERS' signature softness. Starting in New York City's Meatpacking District on June 12–13, 2026 before a nationwide tour, guests will be transported into a new reality with softness found at every turn:

• A soft-baked bakery counter where guests order OREO CAKESTERS-to-go, presented like pastries.
• An interactive giveaway experience featuring numerous OREO CAKESTERS merch items.
• A cloud pillow pit with an overhead mirror for photo opportunities.
• A scent discovery station.
• Custom-branded Airstream camper parked outside, offering a preview of "The Soft Life" Summer Tour.

First launched in 2007 and brought back in 2022 due to overwhelming fan demand, the OREO brand announced in April that it would reformulate its signature OREO CAKESTERS recipe to be even softer* and more delicious. Backed by The Food Institute and Collage Group data showing that nearly two thirds of modern snackers like soft textures in sweet snacks, and nearly 30% of consumers seek out sweet baked snacks on-the-go, per Circana and Mondelēz data, the new and improved OREO CAKESTERS deliver on the want for a textured snack, all in the same convenient packs.  

"We know today's snackers want dynamic, on-the-go treats, and we are thrilled to deliver our softest, most delicious OREO CAKESTERS yet," said Melissa Renny, Senior Director, Cakes & Pastries. "While we kept the nostalgic flavor long-time fans expect, we wanted to celebrate this upgraded recipe in a big way that would pique the interest of new consumers. 'The Soft Life' goes beyond just tasting the product—it immerses fans in a playful, pillowy world where they can truly feel the softer side of OREO CAKESTERS."

"The Soft Life" Embarks on Nationwide Summer Tour
Can't make it to NYC? "The Soft Life" is hitting the road! Following the pop-up in New York City, a custom-branded Airstream camper will embark on "The Soft Life" Summer Tour. Beginning on July 2, 2026, the tour will bring the sensory experience and sampling to cities and local events across the country. 

Want to be the first to know the tour stops? Sign up for the OREO Dunk Club at OREO.com/VIPDunkClub and follow @OREO on social for updates.

Event Details:

• Event: "The Soft Life" Pop-Up: An OREO CAKESTERS Brand Experience
• Location: 22 Little West 12th Street, Meatpacking District, New York, NY 10014
• Dates: June 12–13, 2026
• Hours: 12:00 PM - 7:00 PM daily 
• Admission: Free and open to the public

"The Soft Life" Summer Tour Details:

• Dates: Beginning on July 2 through the summer months
• Tour Stops (Cities):
  • Milwaukee, WI – July 2-4
  • Chicago, IL – July 10 – 12
  • Columbus, OH – August 1-2
  • Bethlehem, PA – August 7 – 9
  • Asbury Park, NJ – August 14 – 16

Additional tour stops in California and Texas will be announced at a later date.

For more information and updates on "The Soft Life" or OREO CAKESTERS, fans can visit OREO at OREO.com  and follow OREO on Facebook @OREOUnitedStates, Twitter/X @OREO, TikTok @OREO, or Instagram @OREO to be among the first to know about future brand news. 

*Compared to the original OREO CAKESTERS recipe

About OREO Cookies  
OREO^® is AMERICA'S FAVORITE COOKIE^®, available in more than 100 countries around the globe. Over 60 billion OREO^® cookies are sold each year with more than 20 billion of those cookies sold in the U.S. annually. An estimated 500 billion OREO^® cookies have been sold since the first OREO^® biscuit was developed in 1912. For more information, follow OREO^® on Facebook @OREOUnitedStates, Twitter/X @OREO, TikTok @OREO, and Instagram @OREO.   

About Mondelēz International 
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2025 net revenues of approximately $38.5 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, RITZ, LU, CLIF BAR and TATE'S BAKE SHOP biscuits and baked snacks, as well as CADBURY DAIRY MILK, MILKA and TOBERLONE chocolate. Mondelēz International is a proud member of the Dow Jones Best-in-Class North America and World Indices, formerly Dow Jones Sustainability Indices. Visit www.mondelezinternational.com or follow the company on X at x.com/MDLZ. 

Media Contact 
Weber Shandwick OREO Team 
wswnycoreo@webershandwick.com 

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SOURCE Mondelez International

FAQ

What is the OREO CAKESTERS "The Soft Life" pop-up announced by MDLZ?

“The Soft Life” is a free OREO CAKESTERS brand experience that immerses visitors in a soft, sensory world. According to Mondelez, it features ASMR elements, sampling, merch giveaways, scent discovery, and photo-friendly installations themed around the softer OREO CAKESTERS recipe.

When and where is the OREO CAKESTERS "The Soft Life" NYC pop-up in 2026?

The NYC “The Soft Life” pop-up runs June 12–13, 2026 at 22 Little West 12th Street in the Meatpacking District. According to Mondelez, hours are 12:00 PM to 7:00 PM daily and admission is free and open to the public.

Which cities are included in the 2026 OREO CAKESTERS "The Soft Life" Summer Tour?

The 2026 tour will stop in Milwaukee, Chicago, Columbus, Bethlehem, and Asbury Park on specified July–August dates. According to Mondelez, additional stops in California and Texas will be announced later, with a custom-branded Airstream delivering sampling and sensory experiences.

How did OREO CAKESTERS change its recipe before "The Soft Life" tour?

OREO CAKESTERS was reformulated in April to be softer than the original recipe. According to Mondelez, the new version aims to deliver a pillowy texture and convenient on-the-go packs, reflecting data that many modern snackers prefer soft-textured sweet snacks.

Why is Mondelez (MDLZ) promoting OREO CAKESTERS with an ASMR pop-up tour?

The tour is designed to showcase the softer OREO CAKESTERS through immersive, sensory experiences. According to Mondelez, research indicates strong consumer interest in soft-textured sweet snacks and on-the-go baked treats, so the campaign highlights both the texture and convenient packaging.

How large is Mondelez (MDLZ) based on 2025 net revenues?

Mondelez reported approximately $38.5 billion in net revenues for 2025. According to Mondelez, the company supports global brands including OREO, RITZ, LU, CLIF BAR, TATE’S BAKE SHOP, CADBURY DAIRY MILK, MILKA, and TOBLERONE across more than 150 countries.