Oreo Lets People Customize Packaging to Bolster E-Commerce
In a first for the brand, Oreo is letting people customize the packaging of the original Oreo cookie.
The Oreo Colorfilled campaign turns the iconic cookie’s wrapper into a canvas for colorful imagination and personalization during the holiday season. The packs are available at the digital store, the first step in a larger e-commerce and customization strategy for parent Mondelez International on a path to grow its e-commerce revenue to $1 billion by 2020.
ClickZ shares details of the campaign, including a behind-the-scenes peek. She also takes us on the Oreo “fearless marketing” journey and how it has remained relevant after almost 100 years. The author speaks with Bonin Bough, chief media and e-commerce officer at and Lauren Fleischer, global brand manager of e-commerce both at Mondelēz International. Fleischer first surfaced the Colorfilled idea, which was initially met with “400 reasons” why it wouldn’t work. A great read!
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