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Oreo Gets Into the Trend of Adult Coloring With Holiday Packaging You Can Draw On


If you weren't aware, coloring books for adults are enjoying a bit of a renaissance—as they offer a playful framework for both creativity and anxiety/stress reduction. And brands, of course, are picking up on the trend.

Last week, we looked at Barnes & Noble's plan to have a giant coloring session in its stores this coming Saturday. And now, Oreo is getting into the action with colorable packaging for the holidays—its inaugural foray into the e-commerce direct-to-consumer space.

Starting in mid-November, the "Wonderfilled" Mondelez brand will be offering "Colorfilled" Oreo packs for sale at a new Oreo site, shop.oreo.com. The packs will feature exclusive illustrated designs from artists Jeremyville and Timothy Goodman. You just color them in digitally—using a palette of colors as well as some bits of "seasonal flair." When you're done, the packs will be shipped to you. (They will cost $15 each.)

If you're more of a traditional kind of colorer, you can also buy blank packs that come with markers so you can physically color them in at home. Other items for sale will include T-shirts featuring the artists' designs with fabric markers for coloring.

The "Colorfilled" campaign is for the holidays only. The Martin Agency and Maya Design were among the agencies that worked on the campaign. More images and full credits below.

Timothy Goodman designs:

Jeremyville designs:

Client: Oreo/Mondelez International
Chief Media and eCommerce: Bonin Bough
Global Head of eCommerce: Cindy Chen
Brand Manager, Global eCommerce: Lauren Fleischer
Licensing Manager: Kim Ritch

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
SVP/Executive Creative Director: Jorge Calleja
VP/Creative Director: Andrew Watson
Associate Creative Director: Marcelo Mariano
Senior Designer Thiago Balzano
Director of Design / Lead Animator Josh Corliss
Senior Copywriter Justin Bajan
Copywriter Miranda Morgan
Studio Specialist / 3D Modeler Greg Cassidy
Senior Print Producer Paul Martin
Senior Art Producer Sara Levi
Executive Producer Kim Zaninovich
Digital Producer Jesse Wright
VP/ Group Account Director: Britta Dougherty
Account Supervisor: Liz Eldred
Account Coordinator: James Saulsky
Group Project Management Supervisor: Giao Roever
Project Manager Mandy Fernald
Business Affairs Supervisor: Juanita McInteer
Quality Assurance Manager Andy Bupp
Quality Assurance Analyst Thomas Carroll

Timothy Goodman

Development Partner: Maya Design
Jon Larkin - Producer & Game Designer
Mike Boseloweitz - Tech Lead & Design Engineer
Stephen Spencer - Project Lead & Inventor
Stuart Roth - Senior Software Architect
Kent Vasko - Software Engineer
Joe Pleso - Software Engineer

SFX: Big Orange

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