"OREOCodes" is a first-of-its-kind commerce experience that unlocks offers through the OREO cookies hidden in plain sight on every milk carton, allowing shoppers to turn the black and white barcodes found in every fridge into an interactive experience that reminds consumers that every glass of milk deserves an OREO cookie.

Final Oreocodes
OREOCodes 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.

Steve McGowan

Head of Shopper Marketing & Strategic Partnerships, Mondelēz International

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.

"OREOCodes" is a commerce experience that taps into the minimalistic similarity between barcodes and a stack of OREOs to allow people to get 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.

  • +230% Social Engagement
  • 83% Redemption Rate
  • +7.3% Sales increase vs prior year

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Awards

Effie Awards

Effie Awards

2024


3 Gold

D&AD Awards

D&AD Awards

2024


2 Yellow Pencils, 6 Graphite Pencils, 2 Wood Pencils

The One Show

The One Show

2024


1 Gold, 4 Silver, 3 Bronze

ADC Awards

ADC Awards

2024


1 Silver, 3 Bronze

The Clio Awards

The Clio Awards

2024


2 Gold, 8 Silver, 4 Bronze

The ANDY Awards

The ANDY Awards

2024


Craft Category & Idea Category

New York Fesivals

New York Fesivals

2023


1 Grand Prize, 3 Gold

2023 Cannes Lions

2023 Cannes Lions

Creative Commerce - B02: Mobile-led Commerce


Gold

London International Awards

London International Awards

2023


2 Gold

2023 El Ojo

2023 El Ojo

Best Latin Idea for the World: IL3 - Ideas of Latinos Living Outside of Latin America


Gold