Celebrity-Hosted Pop-Up Marks Summer Launch for Oreo Cakesters

Oreo Cakesters opened "The Softer Spot," an experiential pop-up in New York City's Meatpacking District on June 11, designed to showcase the brand's soft-baked positioning and four signature flavors: Original, Golden, Double Chocolate, and Confetti Cake.

The VIP preview night drew television personalities including Carl Radke of Bravo's Summer House, who hosted the event, alongside cast members Ben Waddell and Sabrina Belle from Summer House, Scheana Shay and Brock Davies from Vanderpump Rules and The Valley, Charity Lawson from ABC's The Bachelorette, and Netflix stars Elenora Srugo and Jade Shenker.

Multi-Sensory Activations Drive Engagement

Guests navigated interactive installations including the Soft-Baked Bakery Counter for product sampling, the "Blind Bag" Oven Experience offering surprise prizes, and the Cloud Pillow Pit—a lounge with overhead mirror for content capture. Scent Discovery Stations and branded photo opportunities rounded out the brand moments.

Hip-hop artist Koshe Dills performed a freestyle set featuring a rap about Oreo Cakesters and his viral New York Knicks celebration song.

Soft Bar Partnership Highlights Non-Alcoholic Trend

Radke's non-alcoholic beverage brand, Soft Bar, curated an elevated mocktail menu for the event. "The elevated non-alcoholic cocktail menu featured signature beverages including the Golden Hour, Soft Summer Spritz, Bitter Beginning, and Tonka Noir, each thoughtfully crafted to complement the event's 'Soft Life' theme. Throughout the evening, Soft Bar reinforced its mission of creating inclusive social experiences that prioritize flavor, ritual, and connection without alcohol, reflecting growing consumer interest in balance, mindfulness, and wellness."

The pop-up continued through June 13 at 22 Little West 12th Street, offering public access to product sampling, merchandise, and giveaways from 12–7 p.m. daily.

Why It Matters

The activation demonstrates how major CPG brands are leveraging celebrity partnerships and experiential retail to drive trial among younger consumers. The integration with Soft Bar reflects the broader industry shift toward non-alcoholic social experiences, positioning Oreo Cakesters within wellness-conscious lifestyle trends.

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Written by FBM Publications Editors