food

Oreo Offers Personalized Packaging For The Holidays

Mondelez International is testing personalized packaging for the first time with a holiday offering for the Oreo power brand.

Oreo Colorfilled packs enable fans to create customized package wraps by choosing holiday-motif graphics, colors and messages and including a personalized note for the recipient.

Users create the wraps on desktop or mobile at shop.oreo.com, working from exclusive, illustrated black-and-white designs from graphic artists Jeremyville and Timothy Goodman.

They choose a design and a color to paint with, then either let the site populate the design, or use a digital paint brush to fill in each image. They may also add accessories such as scarves and antlers to the images, and use a circular cookie to spell out holiday greetings like "Ho Ho Ho" or "Joy." 

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The Colorfilled packs — which ought to appeal to fans of the adult coloring books craze, as well as kids — are available for a limited time, while supplies last. Each pack costs $10, plus $5 per order for nationwide shipping. 

Those looking for a more hands-on experience can order a color-your-own pack, which includes a black-and-white design of choice and custom markers. 

The Colorfilled store is also selling T-shirts featuring the designs, which come with fabric coloring markers.

The digital store, no doubt inspired in part by the phenomenal success of Share A Coke, is "the first step in a larger e-commerce and customization strategy for Mondelez International as we work toward our vision of growing our e-commerce revenue to $1 billion by 2020," said Cindy Chen, global head of e-commerce at the company. "We are experimenting with how to best offer customized products to our consumers," she added.

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