Case Study: Mondelez International achieves first-ever D2C customizable Oreo Colorfilled holiday launch with Shopify

Oreo Fearlessly Disrupts Itself to Grow via D2C Ecommerce, A ‘Colorfilled’ Holiday

Mondelez International’s Oreo team set out to disrupt a century-old business model by selling Oreos direct-to-consumer with fully customizable holiday packaging—an initiative called Colorfilled. The challenge was immense: in about two months they had to build new manufacturing, supply-chain and single-package shipping processes, design protective yet cost-effective boxes, and enable secure online payments and real-time product personalization for a brand used to selling in bulk through retailers.

The team created an internal “War Room,” converted a warehouse into a small-batch factory, and a packaging engineer cut costs by 77% while protecting 36 cookies per box. They selected Shopify Plus for secure checkout and its flexible API to generate thousands of unique SKUs on the fly. The launch drove rapid orders and high customer engagement—customers used the product for proposals and announcements—and validated Oreo’s D2C strategy, inspiring broader ecommerce ambitions.

Mondelez International

Valerie Moens

Corporate Affairs