Dive Brief:
- 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.
Dive Insight:
"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."