If you like an OREO with your glass of milk – and who doesn’t? – you’ll know that the iconic cookie is made up of black and white layers. Just like a barcode, thought the smart cookies at VMLY&R, who exploited the similarity by using barcodes on milk bottles to create a promotion. All OREO fans had to do was scan the barcodes on the bottles to get a discount coupon for their favorite biscuits. The idea generated some yummy results for the brand, which saw sales rise by 7.3% on the previous year, while the campaign has so far won more than 20 international awards at the likes of Cannes Lions, New York Festivals and LIA.