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OREO Goes Digital for the Holidays

The OREO Colorfilled campaign utilizes HP Indigo technology for personalized packaging.

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By: DAVID SAVASTANO

Contributing Editor, Coatings World and Ink World, Coatings World and Ink World Magazine

OREO, with the help of HP, is currently offering customized packaging as a gift idea. In much the same way as the “Share a Coke” campaign, dessert enthusiasts can go to the OREO website and personalize the packaging, from color schemes to design to messaging.
 
As part of the “OREO Colorfilled” initiative, users are given the option of designing the package in easy mode or pro mode, with the latter providing more options. The product features two distinct designs from New York-based artists Timothy Goodman and Jeremyville.
 
Following the personalization process, the packaging is printed on an HP Indigo digital press. According to the company, OREO Colorfilled “encourages fans to tap into their inner artist to transform a pack of OREO cookies into a personal holiday expression.”
 
“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,” says Cindy Chen, global head of e-Commerce at Mondelez International, OREO’s parent company. “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.”
 
The project marks the first time that the cookie company has offered an interactive experience to its customers. OREO Colorfilled is available through desktops and mobile devices, and the custom packs are priced at $10, with $5 nationwide shipping for each order.

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