Oreo wants to prove milk is the cookie’s perfect match by engaging young consumers through its new interactive barcodes. 

Oreo wants to prove milk is the cookie’s perfect match by engaging young consumers through its new interactive barcodes. The brand has long claimed to be “milk’s favorite cookie” and their new interactive experience is set to prove that in its “Oreo Codes” campaign. In partnership with VMLY&R Commerce, consumers will be able to scan the barcode on a milk carton, in a grocery store or at home, using a portal on the Oreo Codes website that will unlock a special discount for their next purchase. The brand is also tapping a handful of influencers who will demonstrate to their followers how to scan milk cartons to receive the special offer. The effort is intending to target young consumers in an engaging way that stays true to the brand’s “playful side” and is an iteration of the increasingly popular affinity for QR code-driven marketing. YPulse research shows young consumers are scanning QR codes more than ever, and aside from pulling up a menu at a restaurant, they’re using QR codes for coupons and discounts the most. (The Drum)