ARCHIVES: This is legacy content from before Industry Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Mobile Marketer site for the latest mobile marketing news.

Oreo crushes quick-hit content with mcommerce via customized holiday packaging

Mondelez International?s Oreo brand is enabling fans to personalize cookie packaging with holiday motifs on a mobile-optimized site, part of a longer-term initiative to drive mcommerce with fun digital experiences. 

Oreo has launched a dedicated microsite that is accessible via mobile devices or desktop, on which consumers may customize the packaging of the black-and-white cookies with a mix of seasonal imagery. The brand has previously maintained a strong presence on social media with relevant content and recipes, and is now branching into the mcommerce sector to drive sales of its sweet treats ahead of holiday get-togethers.

?We know that mobile is where consumers are and we want them to be able to experience and shop Colorfilled whenever and wherever they?d like,? said Lauren Fleischer, brand manager of global ecommerce at Mondelez International. ?As consumption patterns change and retail expands online, ecommerce has become a key growth area for our industry and it is an important focus for us moving forward.?

Spreading cheer with cookies
The Oreo Colorfilled experience aims to transform the cookie?s wrapper into a blank canvas for fans to personalize for the holiday season. Mobile users can access their inner artistic musings by visiting shop.oreo.com, where illustrated designs from graphic artists Timothy Goodman and Jeremyville are available.

Once consumers decide to start the creative process, they will be brought to another page where they can choose the art on their cookies? packaging. They may also tap a button to change the exterior color.

The site offers step-by-step instructions on how to customize the items, which include the ability to add holiday-themed words, such as ?snow? and ?joy,? as well as the option to add personal text onto a gift tag.

Holiday flair can also be added in the form of waving snowmen or reindeer antlers.

This enables consumers to gift their design creations to a friend or family member as a seasonal present.

Site visitors may then share their customized package on their social media networks, and add it to their shopping cart, where they can choose to make another or complete the purchase.

Oreo also ensures that it gives customers the ability to purchase markers with their sweet treats, in case anyone would like to fill in the cartoons and letters superimposed over the plastic packaging.

?As part of the brand?s holiday efforts, the launch of Oreo Colorfilled, the brand?s first foray into ecommerce for a limited time during the holiday season allows fans to experience the joy of the holiday season through the eyes of Oreo,? Ms. Fleischer said. ?Promotion on social media will direct fans to shop.oreo.com to color their own custom pack to create a special gift for themselves or a loved one this holiday season.?

First ecommerce step
Oreo will likely experience a positive turnout with its first foray into omnichannel commerce. Consumers will appreciate being able to personalize their packages with heartfelt notes, transforming a once-ordinary bunch of cookies into a veritable holiday gift.

Each Colorfilled pack retails for $10 with a $5 shipping fee.

The social media aspect will also help spread the word and prompt other consumers to try their hand at creating a seasonal-themed package. Mondelez has been placing a microscope on its social initiatives as of late, suggesting that many consumer packaged goods customers can easily be reached via those channels.

Coinciding with new research revealing that millennials are increasingly leveraging digital and mobile video when making purchases online, Mondelez International astutely ramped up its video commerce efforts on Facebook this past summer (see story).

?Oreo loves to surprise and delight fans in Wonderfilled ways by providing limited-time offerings, and Oreo Colorfilled is no different,? Ms. Fleischer said. ?With the most magical time of year approaching, we felt the time was right to offer fans a look at the holidays through the eyes of Oreo and hope that our first direct to consumer platform will fuel fan excitement.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York