In a new campaign launching this winter, Mondelez International is helping Target consumers elevate their morning coffee routine with a nourishing and convenient breakfast choice, belVita Breakfast Biscuits. Building on the success of the award-winning OREOCodes pairing OREO cookies and milk, this work borrows on the equity of coffee to bring belVita Breakfast Biscuits to life during their daily morning ritual.Created in partnership with VML, this creative commerce experience invites Target guests nationwide to receive a hidden Target Circle offer for belVita Breakfast Biscuits just by scanning the oval shaped hole on the lid of their to-go cup (the “sip spot”). Using their mobile device’s camera, consumers will scan the sip spot on their coffee lid, uploading it to a custom built microsite to unlock a special offer redeemable at Target stores nationwide.

Developed by the in-house commerce innovation team at VML, BelvitaSipSpot.com/Target is an easy to access web experience that works with any mobile phone without a download requirement.  Users enter the mobile experience, enable their camera, and hover it over their to-go cup’s “sip spot”, unlocking a special Target Circle offer to save on belVita Breakfast Biscuits.

“At Mondelez International, we’re consistently looking for inventive ways to create fresh opportunities to drive engagement with our brands among shoppers. We’re incredibly excited about the belVita Sip Spot work developed by our partners – VML. Through this partnership we’ve been able to reach Target guests in a unique way; one that is rooted in the behavior of consuming coffee and biscuits together. It demonstrates the importance of pushing the boundaries of creativity at retail and showcases that new capabilities can push for greater engagement and drive resonance with customers,” said Steve McGowan, Head of Shopper Marketing and Strategic Partnerships, Mondelez International.