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

'Wonderfilled' becomes 'Colorfilled'

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:

CREDITS

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

Illustrators:

Jeremyville

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