"Oreocodes" is a first-of-its-kind commerce experience that unlocks offers through the OREO cookies hidden in plain sight on every milk carton, allowing shoppers to turn the black and white barcodes found in every fridge into an interactive experience that reminds consumers that every glass of milk deserves an OREO cookie.
Oreocodes
Creating a commerce experience that turns milk barcodes into OREO offers
Client
- Mondelez
Office
- United States
Oreocodes is not only a clever yet playful vehicle to drive purchase, but also demonstrates the importance of continuing to push greater engagement with our shoppers by leveraging new capabilities and reframing how our shoppers think and feel about our beloved brands.
Steve McGowan
Head of Shopper Marketing & Strategic Partnerships, Mondelēz International
OREO Cookies have been milk and cookie fans’ top choice for over 110 years. Since then, it has made a tremendous effort to become, in the brand's own words, "Milk's Favorite Cookie".
Despite OREO maintaining a 99% brand awareness across the U.S., there are still thousands of American households that purchase milk but don't buy OREOs—yet.
"Oreocodes" is a commerce experience that taps into the minimalistic similarity between barcodes and a stack of OREOs to allow people to get offers directly from its all-time complementary partner – milk. Just grab any milk pack, flip the barcode and scan it!
To identify every barcode, we collected data from several of our retail partners, managing to match every barcode out there with hundreds of milk products across thousands of American households. And of course, this allowed us to prevent non-milk products from triggering any offers.
- +230% Social Engagement
- 83% Redemption Rate
- +7.3% Sales increase vs prior year
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Awards
2023 New York Fesivals
Commerce and Creativity - Food / Drink / Restaurants
Grand Prize
2023 New York Fesivals
Commerce and Creativity - Mobile Ecommerce
Gold
2023 New York Fesivals
Direct - Food / Drink / Restaurants
Gold
2023 New York Fesivals
Print - Food / Drink / Restaurants
Gold
2023 Cannes Lions
Creative Commerce - B02: Mobile-led Commerce
Gold
2023 London International Awards
Non-Traditional: Direct Marketing
Gold
2023 London International Awards
Digital - Visaul Design
Gold
2023 El Ojo
Best Latin Idea for the World: IL3 - Ideas of Latinos Living Outside of Latin America
Gold
Press
OREO Turns Milk Barcodes into Scannable Cookies
Little Black Book
Oreo aims to prove its cookies are milk’s perfect match with new interactive barcodesThe Drum
Milk and Cookies Break: OREO finds it's Natural Partner in Carton BarcodesMedia Post
15 Hidden Gems Among 2023's Cannes Lions WinnersAdAge
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