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Oreo · Product launch activation
OreoStay Playful.
A sculptural cookie aisle takeover in modern trade.
Oreo campaigns →Project profile
The brief.
The build.
- Client
- Oreo
- Format
- Product launch activation
- Channel
- Modern retail
- Scope
- Design to installation
- Campaign
- August 2025
- Coverage
- Pakistan modern trade
Oreo needed an aisle moment that read as play rather than as shelving, in a biscuit category where every brand competes on the same gondola run.
Campaign toolkit
One campaign.
Every tool.
4 tools and 25 installation views across retailers and formats.
Tool 01
Sculptural cookie freestanding units
A pair of freestanding units shaped and embossed as Oreo biscuits, faced in textured green, stepped into four stocked tiers and finished with an illuminated Stay Playful header and a scan-to-win panel.
The pair face each other across the aisle so the campaign reads from either approach.
Pakistan modern trade · 2025
Four stocked tiers with repeated pack facing under the illuminated header.
Pakistan modern trade · 2025
The shelf strip carries the ritual line across every tier.
Pakistan modern trade · 2025
A scan-to-win panel turns the fixture into the entry mechanic.
Pakistan modern trade · 2025
In context the embossed cookie form breaks a run of flat gondola ends.
Pakistan modern trade · 2025Tool 02
Illuminated biscuit arch and brand sign
An overhead arch strung with oversized embossed biscuit discs, carrying an illuminated OREO Stay Playful sign at its crown and spanning the aisle between the two units.
Oversized discs carry the form overhead and tie the two units into one structure.
Pakistan modern trade · 2025
The illuminated crown is the only lit element, so it holds the eye down the aisle.
Pakistan modern trade · 2025
Each disc is embossed with the biscuit pattern rather than printed flat.
Pakistan modern trade · 2025
From below the discs read as a continuous ribbon across the aisle.
Pakistan modern trade · 2025
Pack facing, shelf strips and the entry mechanic on one face.
Pakistan modern trade · 2025
The full structure from the head of the aisle.
Pakistan modern trade · 2025
Set against the category the green block separates cleanly.
Pakistan modern trade · 2025
The complete takeover: two units, one arch, one illuminated crown.
Pakistan modern trade · 2025Tool 03
Integrated illuminated landmark island
A self-contained, fully stocked Oreo island with stepped tiers, lit shelf edges, a central scan-to-win panel, an illuminated Stay Playful header and oversized landmark cookies forming both side walls.
The integrated island keeps the stock, campaign mechanic, landmark cookie and illuminated header in one footprint.
Pakistan modern trade · August 2025
Two stepped stock faces sit around the illuminated central milk-and-cookie graphic.
Pakistan modern trade · August 2025
The biscuit-disc header follows the curved top line without extending beyond the island.
Pakistan modern trade · August 2025
A considered side angle shows the real depth of the tiered stock and cookie side construction.
Pakistan modern trade · August 2025
The green island sits inside the live biscuit category with its full footprint visible.
Pakistan modern trade · August 2025
The original printed scan-and-win mechanic is preserved exactly as installed.
Pakistan modern trade · August 2025
Lit shelf edges and the TWIST LICK DUNK strip repeat across every stocked tier.
Pakistan modern trade · August 2025
The illuminated crown sits within the island's biscuit-disc header.
Pakistan modern trade · August 2025Tool 04
Landmark cookie panels and pillar wraps
Oversized cookie side panels embossed with Pakistani landmarks give the island its sculptural profile, while adjacent blue pillar wraps extend the Oreo ritual line above the fixture.
Raised lettering and the landmark cookie turn the side wall into a tactile campaign surface.
Pakistan modern trade · August 2025
The giant cookie panel is a fixed side of the island, not a freestanding cardboard cutout.
Pakistan modern trade · August 2025
The nearby structural column carries the ritual line above the island's sightline.
Pakistan modern trade · August 2025
The island and pillar wrap operate as one store-zone takeover while remaining separate built tools.
Pakistan modern trade · August 2025Execution notes
What the supplied
project documents.
- 01Sculptural cookie freestanding units
- 02Illuminated biscuit arch and brand sign
- 03Integrated illuminated landmark island
- 04Landmark cookie panels and pillar wraps
PRINTSolutions built the fixture as the product in two installed formats: paired aisle units joined by a biscuit-disc arch, and a self-contained island with stepped stock tiers and giant landmark-cookie side panels.
Illuminated Stay Playful headers, TWIST LICK DUNK shelf strips, scan-to-win panels and supporting pillar wraps carry one campaign language across both formats.
Source: Client-supplied high-resolution photography and campaign film, August 2025.
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