Mondelez Internationals world-famous Oreo brand is hoping to boost its mCommerce efforts in the lead up to the holiday period with a responsive microsite that enables fans to personalise their cookie packaging with seasonal motifs.

The campaign is part of a longer-term initiative aimed at driving more mCommerce engagement through the use of fun, digital experiences that appeal to a young audience, and accompanies the brands strong presence on social media.

By visiting the brands online shop, consumers can select exclusive, illustrated packaging designers by graphic artists, which can then be coloured in, as well as customised with additional graphics and labels. Alternatively, customers can order a black and white package, which will arrive with a set of custom markers enabling them to colour it in manually.

“Our fans have been interactive and getting creative with Oreo cookies for more than 100 years so bringing this behaviour to our pack was a natural next step,” said Janda Lukin, senior director for Oreo at Mondelez International. “Oreo Colorfilled is an open invitation to our fans to bring their imagination to our wonderfilled world.”

“The new Oreo Colorfilled packs digital store is the first step in a large eCommerce and customisation strategy for Mondelez International as we work towards our vision of growing our eCommerce revenue to $1bn (£661m) by 2020,” said Cindy Chen, global head of eCommerce at Mondelez International. “We are experimenting with how to best offer customised products to our consumers and we are thrilled about this unique offering for the holiday season.”