Oreo Teams Up with HP to Personalize its Packaging for the Holiday Season
This holiday season, if you want to give your loved ones something that will satisfy their sweet tooth … how about a personalized package of Oreo cookies? As part of a larger e-commerce strategy set in motion by Mondelēz International, Oreo’s brand owner, the company is rolling out customizable Oreo Colorfilled packages, which are available at Shop Oreo.
For $15 (including nationwide shipping), users can choose a black and white design (courtesy of graphic artists Jeremyville and Timothy Goodman) and either color the images online with a digital paintbrush, or channel their inner artist and choose to have it shipped in black and white, complete with custom markers to finish the design.
The packages will be printed using an HP Indigo WS6600 digital press, according to Doris Brown-McNally, business development manager for Worldwide Brands, HP Inc. Brown-McNally further explained that this project is currently the only initiative that HP is working on with Mondelēz.
In an email to packagePRINTING, Lauren Fleischer, brand manager of global e-commerce at Mondelēz, explained that Mondelēz worked with MAYA “a design consultancy and technology research lab” to develop the software needed for the customized packaging. According to MAYA’s website, MAYA, Mondelēz and HP Indigo, as well as The Martin Agency, Consumer Packaging Group and Shopify worked together to launch the initiative.
"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," Janda Lukin, senior director Oreo at Mondelēz International, said in a press release. "Oreo Colorfilled is an open invitation to our fans to bring their imagination to our Wonderfilled world.”
But if you’re interested, you better act quickly. Fleischer says that only a limited number of the custom packages will be available, and only while supplies last.
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