Swedish snack brand OLW built a luxury hotel Cheez Doodles

Swedish snack brand OLW Cheez and Stockholm independent agency Kid have pulled off one of the more unexpected brand activations of the spring: a fully operational boutique hotel, located at the upscale address Stureplan 19 in central Stockholm, where the only guests are bags of cheez doodles.

The concept, called Bågtique Hôtel (a portmanteau of ostbåge, the Swedish word for the curved snack, and boutique), was designed to celebrate an odd consumer behavior. A dedicated subset of OLW‘s fanbase, self-described as “bågluftare” (loosely: “airing enthusiasts”), deliberately leave their cheez doodles open for a day or more, waiting for the snacks to reach what they consider an optimal soft and chewy texture. The hotel gave this fan-ritual an official location.

50 “rooms” booked in 3 minutes

Fifty bags of cheez doodles were checked in on April 7th for a four-night stay, with each bag receiving temperature monitoring, humidity control, mood lighting, and ambient music.

Reservations opened on OLW‘s Instagram and TikTok at 1 p.m. on a Tuesday. All fifty spots were gone inside three minutes. On the check-out day, more than 3,000 people gathered to peer at the snacks through the hotel’s window, get their hands on merch, and taste samples of perfectly “aired” cheez doodles. Bågtique Hôtel drew coverage across multiple national media outlets and was picked up by a range of content creators on Instagram and TikTok.

Limited Edition Bag of “Day-After-Doodles”

A few of the limited edition bags of cheez doodles have also ended up on auction-sites, fetching a price close to 15x the shelf-price of a normal un-aired cheez doodle bag. Cheez doodles sell at a rate of roughly one bag every two seconds in Sweden, making OLW Cheez the country’s most consumed snack brand.