- Mondelez International is expanding its e-commerce footprint with a new customized packaging effort, Oreo Colorfilled, which lets consumers customize the packaging of original Oreos for a limited time in conjunction with the holidays.
- Consumers can either customize the black-and-white illustrated Oreo packaging online with seasonal images and personalized messages using desktop or mobile, or they can order a color-your-own pack that comes with a black-and-white design of their choice and custom markers.
- Mondelez has priced each personalized Colorfilled pack at $10 plus a $5 nationwide shipping fee for each order available only while supplies last.
"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 for Oreo, in a news release.
Earlier this year, Mondelez announced plans to expand its e-commerce efforts as part of the company's growth strategy. Mondelez also has plans to focus on digital marketing, which comprised 32% of the company's North America ad spending in 2014 and is expected to make up 45% this year.
Other recent e-commerce efforts for Mondelez include "buy now" buttons featured in shoppable ads.
"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," Cindy Chen, Mondelez's global head of e-commerce, said in a news release. "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."