In time for the holidays, Oreo manufacturer Mondelez International is testing a new packaging strategy—putting the design of the cookie’s iconic wrapper in the hands of consumers.
Dubbed “Oreo Colorfilled,” the strategy turns the wrapper into a canvas for imagination and personalization, allowing consumers who visit shop.oreo.com the option to create a completely custom cookie package this holiday season. The new initiative supports Mondelez’s goal to grow e-commerce revenues to $1 billion by 2020.