Oreos Get Personal for the Holidays

Mondelez International is testing personalized packaging with its Oreos brand.

November 12, 2015

EAST HANOVER, N.J. – In time for the holidays, Mondelez International is introducing Oreo Colorfilled, a first-time experience for the brand that allows consumers to customize the packaging of original Oreo cookies.

A limited time offer, Oreo Colorfilled turns the iconic cookie's wrapper into a canvas for imagination and personalization during the holiday season. Available at shop.oreo.com, Colorfilled packs feature exclusive, illustrated black-and-white designs from graphic artists Jeremyville and Timothy Goodman that include a mix of seasonal images, such as waving snowmen, singing partridges, hugging penguins and moustached presents donning bowler hats.

The online Colorfilled experience is available via desktop or mobile. After selecting one of the artist designs, consumers can zoom in or out to select which area of the design to color in. After picking a color to paint with, the site will either populate the design 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 such as scarves and antlers, or even use the circular cookie to spell a holiday greeting, such as "Joy" or "Ho Ho Ho."

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. 

"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," added 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."

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