Oreo launches custom packaging
Mondelez says it’s part of a strategy to grow e-commerce to $1B by 2020
Finally, fans of Oreo will be able to customize the cookie’s packaging — or at least color it in.
As a limited time offer, Oreo Colorfilled turns the iconic cookie's wrapper into a canvas for imagination and personalization during the holiday season.
Oreo Colorfilled encourages fans to tap into their inner artist to transform a pack of Oreo cookies into a personal holiday expression.
The Colorfilled packs feature exclusive, illustrated black and white designs from graphic artists Jeremyville and Timothy Goodman that offer fans a peek at the holidays through the eyes of Oreo. The designs include an energetic mix of seasonal images and icons, such as waving snowmen, singing partridges, hugging penguins and moustached presents donning bowler hats.
The online Colorfilled experience is available via desktop or mobile and offers fans an easy way to create a completely custom package.
After selecting one of the artist designs consumers can zoom in or out to select which area of the design to color in. Then, after picking a color to paint with, the site will either populate the design for you using the colors chosen, or users can manually fill in each image with a digital paint brush.
Consumers can also select some holiday flair to add to their Colorfilled pack with accessories like scarves and antlers, or even use the circular cookie to spell a holiday greeting, such as "Joy" and "Ho Ho Ho."
And, for those looking for a more hands-on artistic experience can order a color-your-own pack which will arrive in a black and white design of choice with custom markers.
Both online and manual options also allow fans to add something sweet with a personalized, heartfelt note in the top corner.
"Our fans have been interacting and getting creative with Oreo cookies for more than 100 years so bringing this behavior to our pack was a natural next step," says Janda Lukin, senior director Oreo at Mondelez Int’l. "Oreo Colorfilled is an open invitation to our fans to bring their imagination to our Wonderfilled world. We can't wait to see all the unique Colorfilled packs of Oreo cookies created by fans this holiday season."
Cindy Chen, Global Head of E-Commerce, at Mondelez Int’l, says the move is “ the first step in a larger e-commerce and customization strategy.” And that the company is working toward growing it’s e-commerce revenue to $1 billion by 2020.
"We are experimenting with how to best offer customized products to our consumers and we are thrilled about this unique offering for the holiday season,” she says.
Each custom Colorfilled pack is priced at $10 — with $5 nationwide shipping for each order — and while the ways you can color are limitless, the packs are not, and they’re only available while supplies last. Also available for purchase are t-shirts featuring the artist designs complete with fabric markers for coloring in.
Fans are also encouraged to share their designs with @Oreo using #Oreocolorfilled.