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Category
Digital Design
Annual ID
OS24_DE102M
About the Work
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 households that purchase milk but don't buy OREOs—yet. We recognized a distinct opportunity to capitalize on an incremental purchase occasion partnering with 3 major US Retailers: Albertsons, Safeway and Jewel-Osco.
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
How it works:
1. Consumers access the web app at oreocodes.com.
2. Take any milk carton from their fridge (including milk alternatives like Soya, Oat and Almond)
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.
To bring the OREOCODES experience to life, we created a web-app and integrated UPCs (Unique product codes / Barcodes) of over 1000 milk products (including milk alternatives)
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.
We leveraged influencers to spread the word, along with in-store communication, social ads, and digital out-of-home advertisements invited people to engage on the spot via their mobile devices.
With a 83% conversion rate, the OREOCODES activation was a driving catalyst for incredible retail growth of the OREO brand versus this time last year.
All key metrics saw growth, whether it be 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.
Despite OREO maintaining a 99% brand awareness across the U.S., there are still thousands of households that purchase milk but don't buy OREOs—yet. We recognized a distinct opportunity to capitalize on an incremental purchase occasion partnering with 3 major US Retailers: Albertsons, Safeway and Jewel-Osco.
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
How it works:
1. Consumers access the web app at oreocodes.com.
2. Take any milk carton from their fridge (including milk alternatives like Soya, Oat and Almond)
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.
To bring the OREOCODES experience to life, we created a web-app and integrated UPCs (Unique product codes / Barcodes) of over 1000 milk products (including milk alternatives)
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.
We leveraged influencers to spread the word, along with in-store communication, social ads, and digital out-of-home advertisements invited people to engage on the spot via their mobile devices.
With a 83% conversion rate, the OREOCODES activation was a driving catalyst for incredible retail growth of the OREO brand versus this time last year.
All key metrics saw growth, whether it be 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
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 Cofrancesco
Philip Nash
Global Director of Creative Excellence
Jamie Anning
Head of Art & Design
Angelica Galvis
IT Director
Michael May
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