New OREO Colorfilled: Packaging You Can Color & Customize

oreo colorfilled four packs IIHIH

This holiday season OREO launches ‘Colorfilled packs’ designed by graphic artists Jeremyville and Timothy Goodman – and colored and customized by you.

OREO Colorfilled

Consumers can add some colorful holiday flair and a custom gift tag to the packs either online or as a hands-on experience. The company will then ship your customized package of Oreos to you.

The new packaging encourages fans to tap into their inner artist to transform a pack of OREO cookies into a personal holiday expression. The 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 an energetic mix of seasonal images and icons, such as waving snowmen, singing partridges, hugging penguins and moustachioed presents donning bowler hats.

The one I made online:

The online Colorfilled experience is available via desktop or mobile and offers fans an easy way to create a completely custom package.

HOW IT WORKS

After selecting one of the artist designs consumers can zoom in or out to select which area of the design to color in.

Jeremyville:
Timothy Goodman:

After picking a color to paint with the site will either populate the design for you using the colors chosen (easy mode), or users can manually fill in each image with a digital paint brush (Pro mode).

Before and after:

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.”

Some more examples:

Those looking for a more hands-on artistic experience can order a color-your-own pack which 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. “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.”

“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 International. “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.”

Each custom Colorfilled pack is priced at $10 – with $5 nationwide shipping for each order – and while the ways you can color are limitless, the packs are not, only available while supplies last. Also available for purchase are t-shirts featuring the artist designs complete with fabric markers for coloring in.

CREDITS
Client: Oreo/Mondelez International
Chief Media and eCommerce: Bonin Bough
Global Head of eCommerce: Cindy Chen
Brand Manager, Global eCommerce: Lauren Fleischer
Licensing Manager: Kim Ritch
Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
SVP/Executive Creative Director: Jorge Calleja
VP/Creative Director: Andrew Watson
Associate Creative Director: Marcelo Mariano
Senior Designer Thiago Balzano
Director of Design / Lead Animator Josh Corliss
Senior Copywriter Justin Bajan
Copywriter Miranda Morgan
Studio Specialist / 3D Modeler Greg Cassidy
Senior Print Producer Paul Martin
Senior Art Producer Sara Levi
Executive Producer Kim Zaninovich
Digital Producer Jesse Wright
VP/ Group Account Director: Britta Dougherty
Account Supervisor: Liz Eldred
Account Coordinator: James Saulsky
Group Project Management Supervisor: Giao Roever
Project Manager Mandy Fernald
Business Affairs Supervisor: Juanita McInteer
Quality Assurance Manager Andy Bupp
Quality Assurance Analyst Thomas Carroll
Illustrators:
Jeremyville
Timothy Goodman
Development Partner: Maya Design
Jon Larkin – Producer & Game Designer
Mike Boseloweitz – Tech Lead & Design Engineer
Stephen Spencer – Project Lead & Inventor
Stuart Roth – Senior Software Architect
Kent Vasko – Software Engineer
Joe Pleso – Software Engineer
SFX: Big Orange

Get coloring today at shop.oreo.com and share your design with @oreo using #oreocolorfilled.

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