Complexity is tough. We know things are changing at a crazy speed in the Consumer Packaged Goods (CPG) industry, especially with big brands and mass customization. Two concepts that, previously, couldn’t have been further apart. Existing infrastructure that’s been working for years is now coming into question. Organizations are entering unfamiliar territories as new customer purchasing patterns are cracking established business models. How can a company make something for the unique needs of each customer? And how can customers be empowered to customize the products they love?
We just helped Oreo launch Colorfilled—a direct-to-consumer platform where Oreo fans in the U.S. can digitally design unique holiday-themed packs of Oreos for friends and family. For the first time, Oreo customers will have custom packages delivered to their doorstep in 5-7 days thanks to this new e-commerce program. This is a key initiative within Mondelēz International’s overall e-commerce strategy, which aims at growing e-commerce revenues to $1 billion by 2020.
Experimentation Informs Strategy
Our journey with Oreo started in 2014 at SXSW with an experiment called Trending/Vending, where custom Oreos were created based on real-time Twitter trends. The event revealed how magical the custom Oreo experience could be, as customers had the power to make their own cookie. This insight inspired an authoring tool for the next generation of packaging. Consumers now have a deeper connection with the Oreo brand and can celebrate their individuality through a custom work of art.
Piloting the Business
Designing a new business strategy requires a holistic approach to managing a complex system of parts—from the customer experience and user interface, to the technologies and processes that support the experience. To define what needed to be accomplished to successfully launch Colorfilled, we applied Service Design concepts like Experience Blueprinting to identify the many touch points across the customer journey. We also simultaneously brought together Oreo and its agencies, production partners, and packaging manufactures to invent an e-commerce strategy that gives customers control over the final product. We sought to create a new business model that was viable, scalable, and produced real returns.
With the blueprint in hand, we prioritized our ideas and built the ideal customer journey and business systems with an interdisciplinary team of experts. MAYA, Mondelēz International, The Martin Agency, HP Indigo, and Shopify all worked collaboratively to frame problems, generate solutions, establish operations, and launch. We feel privileged to have had the opportunity to assemble the right team, experiment with new technologies, try new ways of working, and shape the future of a brand that’s loved around the world.
We’re really proud of what we built, and we think you’ll love it too. We’re already moving on to the next step, so stay tuned!
In the meantime, we invite you to take a glimpse into what we built and what the press is saying:
“Oreo to Let Customers Personalize Packaging for Holidays”, Chicago Tribune