Mondelez International and belVita Elevate the Morning Coffee Routine
Ever notice that the “sip spot” on to-go coffee cups looks like a belVita Breakfast Biscuit? 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.
The campaign will be live across both digital and social platforms, including Target.com partnering sites via Bullseye Marketplace, and supported by an influencer strategy educating followers on how to engage with the experience.
How It Works
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 behaviour 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.
Mondelez International’s Melissa Pitmon, shopper marketing manager, Target, continues, “Our ability to go to market with impactful work is crucial to not only our business growth, but our relationship with Target as well. belVita Sip Spot is an excellent example of an innovative creative commerce idea that leverages the strengths of Target’s ecosystem, AND drives sales. We couldn’t be more excited to continue to push the boundaries on how we use creativity and technology to make the guest’s shopping experience with Mondelez brands that much more meaningful and authentic.”
Mariama Boamah, director, belVita, Mondelez International, “We know that 97% of belVita shoppers also buy coffee, and 1 in 5 consume belVita with coffee. belVita Sip Spot is a delightful creative commerce engagement that embraces a much beloved daily ritual among consumers, consuming biscuits with their morning coffee. This is a prime opportunity to engage with our consumers and even reach new ones in a fun and unique way. We’re passionate about leveraging next-gen technology and innovation to bring our brilliant product, belVita Breakfast Biscuits, to more consumers.”
The campaign, a continuation of Mondelez International and VML’s partnership in building unique creative commerce driven experiences for brands across the portfolio, has been activated nationwide.
