An innovative commerce solution that solidifies OREO Cookies as milk’s favorite cookie.
OREO Cookies have been milk and cookie fans’ top choice for over 110 years. And today, in partnership with VMLY&R COMMERCE, Mondelēz International is excited to announce the launch of OREOCodes: A first-of-its-kind commerce experience that unlocks offers through the OREO Cookies hidden in plain sight on every milk carton.
Even as OREO maintains an 99% brand awareness nationwide, the opportunity to encourage incremental purchase occasions, while staying true to its playful side, is a key brand priority. Through a custom-built technology: OREOCodes allows shoppers to turn the black and white barcodes on milk cartons found in every fridge, into an interactive experience that reminds consumers that every glass of milk deserves an OREO Cookie.
HOW IT WORKS
Consumers will be able to scan any milk branded carton by visiting OREOCodes.com. Whether on retail shelf or in your fridge, the OREO barcodes will convert into dunkable offers for Oreo + Milk currently available across over 180 Albertsons’ Jewel-Osco stores in the Chicago, Indiana, and Iowa areas.
The campaign will be supported by an influencer strategy educating consumers how to scan their milk carton to unlock savings, along with OOH and digital media to further drive awareness of the creative commerce execution.
Steve McGowan, Head of Shopper Marketing and Strategic Partnerships, Mondelez International: "At Mondelēz International, our team is always looking for new ways to innovate and create more opportunities to drive engagement of our brands with our shoppers. We are really excited about the OREO Codes work which was developed by our partners - VMLY&R Commerce. Collectively our partnership helps us push the boundaries of creativity at retail. OREO Codes 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 at this strategic customer."
Manuel Bordé, Global Chief Creative Officer, VMLY&R Commerce: “This idea marries technology and creativity in a way that drives memorable engagement for consumers with their beloved OREO brand. It is thanks to brave marketers such as Mondelēz that creative commerce has become infectious to the industry, creating a new type of energy around conversion that promises both brand impact and sales.”
Nick Henault, Marketing Director – OREO, Mondelez International: “As milk's favorite cookie, we are always looking for new ways to drive purchase and consumption of OREO Cookies. OREO Codes is a wonderful expression of the playfulness that is the OREO brand, and a prime opportunity to find new ways to engage with our audience. We're consistently striving for cutting-edge innovation that can help bring the OREO brand to more consumers and in new shareable moments, and OREO Codes will do just that.”
Anne Martin, Director, Shopper Marketing, Mondelez International: “The retail landscape is constantly evolving and our ability to go to market with impactful work is paramount to our business growth, especially in the grocery channel. OREO Codes is a great example of an innovative commerce idea that not only leverages the strengths of our retail partner's ecosystem, but also drives sales. We are excited to continue to push the boundaries of how we use creativity and technology, learning from this work at Albertsons.”