Oreo, the iconic cookie brand, executed a creative marketing idea to boost sales and engagement through the innovative OreoCodes campaign. In this campaign , they cleverly used the visual similarity between Oreo cookies and barcodes to create a unique consumer experience.
Campaign Overview
Concept :
OREOCODES is a groundbreaking mobile-led commerce experience that creatively combines two iconic elements: Oreo cookies and milk.
Execution :
The campaign leveraged the visual similarity between barcodes and stacks of Oreo cookies. When users scanned milk carton barcodes using their mobile phones, they unlocked exclusive Oreo discounts directly from the milk packaging.
How It Worked :
Scan and Dunk : Consumers could scan any milk-branded carton by visiting OREOCodes.com. Whether at the retail shelf or in their fridge, the Oreo barcodes transformed into dunkable offers for Oreo cookies paired with milk.
Retailer Partners : The campaign was exclusive to three major US retailers: Albertsons, Safeway, and Jewel-Osco.
Unlocking Discounts : Over 180 Albertsons’ Jewel-Osco stores in the Chicago, Indiana, and Iowa areas participated, allowing consumers to enjoy discounts on Oreo cookies when they purchased milk.
Impact:
This campaign not only increased Oreo’s social engagement by 230% but also achieved an impressive voucher redemption rate of 83%. It reinforced Oreo’s position as “milk’s favorite cookie” and revitalized the classic milk-and-cookie pairing in consumer habits.
Innovative Approach : OREOCODES creatively harnessed the barcode-milk-Oreo connection, turning a routine shopping moment into an engaging experience.
Cannes Lions Wins : The campaign received accolades at Cannes Lions, winning awards in multiple categories, including Creative Commerce (Gold), Direct (Gold and Silver), Industry Craft (Silver), and Mobile (Bronze).
Impact and Results
OreoCodes led to a sales increase of 7.3% over the previous year, with significant growth in product trips, unit sales, and overall sales, amounting to over $3.5 million.
High Redemption Rate: An impressive 83% redemption rate demonstrated consumer engagement.
Social Buzz: The campaign generated 230% social engagement across platforms.
Lessons Learned
Visual Creativity : Uncover hidden connections for memorable experiences.
Mobile Engagement : Leverage technology for interactive campaigns.
Playful Branding : Surprise consumers in unexpected ways.
