Global head of e-commerce at Mondelēz International, Cindy Chen, noted that Oreo’s creative digital move is part of a larger e-commerce and customization strategy for Mondelēz International. The company’s goal is to generate the e-commerce revenue to $1bn by 2020.
The company introduced Oreo Colorfilled on November 9, 2015 through the company’s website. It says the Colorfilled is “a first-time-ever experience for the brand that lets fans customize the packaging of original Oreo cookies at shop.oreo.com.”
The customized digital packs are available online for $10 for each with $5 nationwide shipping per order in the US, and the supplies are limited. The company has a wider social media campaign around the initiative with consumers who colorfill their cookie packs and are able to hashtag OREOCOLORFILLED on social media to share their designs.
Via an online platform, Oreo consumers can choose two basic packaging covers from two designers: Timothy Goodman, an award-winning designer based in New York City, and Jeremyville, an artist with roots in street art and comics. Each of the designs is a montage made of holiday-related objects, such as candles, Christmas trees, and Santa Claus.
Oreo Colorfilled is said to encourage fans to use their artistic souls to transform a black-and-white package of cookies into a personal holiday expression. The mix of seasonal images that appear on the package also includes, according to Mondelez International’s website, waving snowmen, singing partridges, hugging penguins and mustached presents donning bowler hats.
Consumers can also add accessories to the Oreo cookie icon in the center of the pack, such as a scarf and a hat, and use the circular shape of the cookie icon to spell out words, such as “glow” and “ho ho ho.”
“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,” Senior director of Oreo at Mondelēz International, Janda Lukin, said in a statement.
“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,” added Lukin.
Next e-commerce strategy
In addition to Oreo Colorfilled, Mondelez International said: "We're launching Trident gum bottles with the Star Wars characters. The bottles will be available both online and offline, but there will be special offerings online. Overall, our goal is to develop and build an industry-leading e-commerce snacks business for the entire company portfolio, with the objective of increasing our e-commerce revenues to as much as $1bn by 2020."