Anne Martin from Mondelez, known for her innovative marketing strategies, and Christina Ryan from VML, an expert in creative campaigns, discuss the groundbreaking OREO Codes initiative. They explore how this campaign connects bar codes to cookie stacks and savings, revitalizing Oreo's market presence. The conversation highlights adapting to shifting consumer behaviors, strategic retail partnerships, and a clever approach to re-engage shoppers. They also share insights on unique flavor pairings and innovative recipe ideas to invigorate interest in Oreos.
The Oreo Codes campaign cleverly revitalizes sales by linking cookie purchases with milk, leveraging consumer insights to enhance shopping behavior.
Utilizing a simple microsite instead of a mobile app for promotions minimized consumer barriers, significantly boosting Oreo sales and engagement.
Deep dives
Oreo Codes Campaign Overview
The Oreo Codes campaign aims to revitalize sales by linking Oreo cookies with milk, leveraging consumer insights about shopping behavior. Sales had declined significantly, particularly at Albertsons, where Oreo sales dropped by 23.4%. The creative solution involved encouraging shoppers to scan the barcode on milk cartons, which resembles a stack of Oreos, to unlock discounts. This strategic alignment emphasizes the traditional pairing of Oreos with milk, aiming to attract foot traffic back to the cookie aisle.
Innovative Marketing Strategies
The campaign utilized a unique marketing approach by avoiding the need for a mobile app, instead creating a simple microsite that shoppers could access quickly. This decision minimized obstacles for consumers while offering them an incentive to buy Oreos. Promoting the campaign through digital and social media platforms helped amplify its reach, using influencers for awareness and engagement. Collaborating with Albertsons also allowed for custom promotions and unique messaging, reinforcing the idea that Oreos are 'Milk’s favorite cookie.'
Successful Results and Category Growth
Results from the campaign indicated a substantial positive impact, with Oreo units sold increasing by 32.1% and category sales rising by 22.3%. This success not only boosted Oreo's visibility but also revitalized the cookie aisle as a whole. An increase in repeat buyers by 25.2% suggests that the campaign effectively changed shopping habits and consumer preferences. The partnership with Albertsons reinforced the notion that enhancing category performance also benefits leading brands, ensuring a collaborative approach to market growth.
Milk's favorite cookie, losing share, finds new ways to bring shoppers across aisles. In this 2024 Gold Effie Award-winning initiative, Mondelez's Anne Martin and VML's Christina Ryan share the story behind OREO Codes, the idea that turns bar codes into cookie stacks... and savings. Thanks to the Effies for supporting our show and this new 2024 awards series.
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