Market
VMLY&R COMMERCE US
Challenge
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.
Idea
Oreocodes is a commerce experience that taps into the minimalistic similarity between barcodes and a stack of Oreos to allow people to get Oreo 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.
Growth
- +230% Social Engagement
- 83% Redemption Rate
- +7.3% Sales increase vs prior year
Recognition
- Cannes Lions, Gold (Creative Commerce)
- Cannes Lions, Gold (Direct)
- Cannes Lions, Silver (Direct)
- Cannes Lions, Silver (Industry Craft)
- Cannes Lions, Bronze (Mobile)
- Cannes Lions, Shortlist (Brand Experience & Activation)
- New York Festivals, Grand Prix, Commerce and Creativity: Products & Services
- New York Festivals, Gold, Commerce and Creativity: Products & Services
- New York Festivals, Gold, Print: Products & Services
- New York Festivals, Gold, Commerce and Creativity: Best Use
- New York Festivals, Gold, Direct: Products & Services
- New York Festivals, Gold, Digital/Mobile: Mobile Platform
- New York Festivals, Silver, Collaborations & Partnerships: Products & Services
- New York Festivals, Silver, Activation & Engagement: Product & Services
- New York Festivals, Bronze, Avant-Garde/Innovative : Avant-Garde/Innovative
