ADC Awards
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Learn more about ADC105
Category
Direct / Digital - Series
Annual ID
ADC103_ADV097M
About the Work
OREOCODES is a first-of-its-kind commerce experience that turns milk barcodes into scannable OREO offers, tapping into something hidden in plain sight, the striking similarity between barcodes and stacks of OREOs, an interactive experience that reminds consumers that every glass of milk deserves an OREO.
To bring the experience to life, we created a webapp and integrated UPCs (Unique product codes/Barcodes) of over 1000 milk products (including milk alternatives like soy, almond and oat)
With our mobile website enabling barcode scanning technology, we turned every milk barcode into a new, fun way for people to buy OREO cookies at home.
Consumers just had to grab any milk carton (at home or in-store), flip it, scan the OREO-looking barcode, and receive a coupon to save on OREO cookies.
How it works:
1. Consumers access the webapp at oreocodes.com.
2. Take any milk carton from their fridge (including milk alternatives)
3. Flip or place the barcode in a vertical position (to reveal a stack of Oreos) and scan it with their mobile devices.
4. See the OREOCODE convert into dunkable offers available at three major retailers in the U.S.: Albertsons’, Jewel-Osco, and Safeway.
With a 83% conversion rate, OREOCODES was a driving catalyst for incredible retail growth of the OREO brand versus this time last year.
All key metrics saw growth, whether product trips (1.9+), unit sales (799k+) and dollar sales ($3.5M+) – all outpacing the cookie category as well.
In totality, this led to astounding growth in unit and dollar share (2.3+ and 2.6+, respectively) for the OREO brand, and a 7.3% Sales increase vs prior year.
Beyond the monetary growth, this campaign drove strong brand awareness, social engagement (230% increase), and resonation among Oreo lovers, but most importantly, among milk drinkers who will always be potential new customers for the brand.
To bring the experience to life, we created a webapp and integrated UPCs (Unique product codes/Barcodes) of over 1000 milk products (including milk alternatives like soy, almond and oat)
With our mobile website enabling barcode scanning technology, we turned every milk barcode into a new, fun way for people to buy OREO cookies at home.
Consumers just had to grab any milk carton (at home or in-store), flip it, scan the OREO-looking barcode, and receive a coupon to save on OREO cookies.
How it works:
1. Consumers access the webapp at oreocodes.com.
2. Take any milk carton from their fridge (including milk alternatives)
3. Flip or place the barcode in a vertical position (to reveal a stack of Oreos) and scan it with their mobile devices.
4. See the OREOCODE convert into dunkable offers available at three major retailers in the U.S.: Albertsons’, Jewel-Osco, and Safeway.
With a 83% conversion rate, OREOCODES was a driving catalyst for incredible retail growth of the OREO brand versus this time last year.
All key metrics saw growth, whether product trips (1.9+), unit sales (799k+) and dollar sales ($3.5M+) – all outpacing the cookie category as well.
In totality, this led to astounding growth in unit and dollar share (2.3+ and 2.6+, respectively) for the OREO brand, and a 7.3% Sales increase vs prior year.
Beyond the monetary growth, this campaign drove strong brand awareness, social engagement (230% increase), and resonation among Oreo lovers, but most importantly, among milk drinkers who will always be potential new customers for the brand.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
VML / New York
Chief Technology Officer
Ivan Mayes
Creative Director
David Pinilla
Sebastian Cuevas
Global Chief Creative Officer
Debbi Vandeven
Manuel Borde
Group Creative Director
Jeremy Ruiz
Oswaldo Sa
Sergio Leon
Motion Designer
Dariel Bogota
Jonhatan Bolivar
Lucas Pimenta
Junior Art Director
William Niño
Account Director
Christina Ryan
Account Supervisor
Kathy Muller
Associate Director, Project Management
Thomas Mercurio
Global Creative Coordinator
David Cofranseco
Philip Nash
Global Director of Creative Excellence
Jamie Anning
Head of Art & Design
Angelica Galvis
IT Director
Michael May
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