Oreo Gets Into the Trend of Adult Coloring With Holiday Packaging You Can Draw On
Adweek, by Tim Nudd
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.
