With #Colorfilled Campaign, Oreo Tests Personalized Packaging


Oreo #Colorfilled holiday packaging design Christmas 2015

Oreo, the world’s best-selling cookie with more than $2 billion in global annual sales, is changing its colors—and packaging—for the first-time ever with a move that taps into the publishing craze for adult coloring books and enhances its digital and e-commerce offering.

A year-end holiday campaign by Mondelez is inviting Oreo fans in the US to customize the packaging of original Oreo cookies online or on mobile, adding color, graphics and the recipients’ names in a twist (what else?) on what Coca-Cola has accomplished with the DIY Share A Coke customized label and social gifting campaign.

The brand’s festive #Colorfilled packs feature exclusive, illustrated black and white designs from graphic artists Jeremyville and Timothy Goodman (famed for his 40 Days of Dating experiment with friend and designer Jessica Walsh).

How it works: Choose a design from a menu that includes waving snowmen, singing partridges, hugging penguins and mustachioed gifts with bowler hats.

Oreo colorfilled customized cookie pack

Select an artist’s design and choose a color and the site will populate the design, or users can manually customize each image with a digital paint brush.

Accessories like scarves and antlers, and the ability to use the cookie to spell out a holiday greeting such as “Joy” or “Ho Ho Ho” adds individuality to every pack. Then after “you make the wrap, we send the pack” — for a small fee, of course.

“The new OREO Colorfilled packs digital store is the first step in a larger e-commerce and customization strategy for Mondelez International as we work towards our vision of growing our e-commerce revenue to $1 billion by 2020,” stated Cindy Chen, Global Head of E-Commerce, at Mondelez International.

“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.”

Each custom Colorfilled pack costs $10– plus $5 to ship – while supplies last. Also available are t-shirts featuring the artists’ designs with fabric markers for coloring in.

Better hurry, however: With millions of fans just on Facebook, the personalized packs are bound to be snapped up this “Wonderfilled” holiday season.

It’s the latest digital innovation (and #fearlessmarketing, as Mondelez Chief Media and eCommerce Officer Bonin Bough puts it) from the brand, whose 2013 Super Bowl “You can still dunk in the dark” retort set the bar for real-time marketing (and its own efforts).

“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,” stated Janda Lukin, Senior Director OREO, Mondelez International in the release about the Colorfilled campaign.