EAST HANOVER, N.J. -- Oreo is introducing Oreo Colorfilled, a first-ever “experience” for the brand that lets fans customize the packaging of original Oreo cookies at shop.oreo.com. As a limited-time offer, Oreo Colorfilled turns the cookie's wrapper into a canvas for imagination and personalization during the holiday season.
The cookies are traditional Oreos.
Oreo Colorfilled encourages fans to tap into their inner artist to transform a pack of Oreo cookies into a personal holiday expression. Available at shop.oreo.com, 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 and include a 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. 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."
Those looking for a more hands-on artistic experience can order a color-your-own pack that 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," said Janda Lukin, senior director Oreo at Mondelez International Inc.
"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," said Cindy Chen, global head of e-commerce at Mondelez. "We are experimenting with how to best offer customized products to our consumers."
Each custom Colorfilled pack is priced at $10--with $5 nationwide shipping for each order. Also available for purchase are t-shirts featuring the artist designs complete with fabric markers for coloring.
Deerfield, Ill.-based Mondelez is a global snacking powerhouse, with 2014 revenue of more than $30 billion. It is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages.
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