How Oreo Personalized Packaging with Digital Print & Collaboration

This panel discussion explores the innovative strategies behind Mondelēz's Oreo Colorfilled campaign, highlighting how a collaborative ecosystem of agencies and technology partners brought personalized packaging to life. Speakers from HP, Maya Design, 360i, The Martin Agency, and The Participation Agency discuss the evolving omni-channel consumer who craves authentic, personalized brand experiences. They delve into the critical role of digital print technology, the importance of fostering a culture of experimentation, and the power of external partnerships in pushing creative boundaries beyond traditional marketing to create engaging, co-created consumer interactions. 📑 CHAPTERS 00:00 Panel Introductions 03:01 New Consumer Truths 06:24 Brands as Culture 07:17 Oreo Colorfilled Solution 10:15 Importance of Collaboration 13:31 Keys to Innovation 17:42 Future of Personalization 📌 KEY INSIGHTS ▸ "Consumers today seek both digital and physical engagement with brands, expecting personalized experiences due to mobile technology." — Shalini Agrial (04:57) ▸ "Brands must adopt an omni-channel approach, maintaining a consistent and genuine identity across all touchpoints, as it's harder to reach large audiences on single platforms." — Stu Spencer (04:24) ▸ "Successful brand innovation, exemplified by the Oreo Colorfilled campaign, requires extensive external collaboration and challenging internal talent to embrace new roles and technologies like HP's digital printing." — Doris Brown (10:15) ▸ "Digital print technology, like HP's, enables mass customization of packaging, allowing consumers to co-create with artists, breaking traditional production processes." — Stu Spencer (15:51) ▸ "Innovation thrives in a culture that values ambition and experimentation as much as accuracy, giving permission to try new things and learn from potential failures." — John Gibson (13:31) ❓ FAQ Q: How has the consumer changed in the omni-channel marketplace? A: PSFK's panelists explain that the new consumer desires deep connection with brands, both digitally and physically. They expect personalized experiences, influenced by their mobile-first interactions, and conduct more research before committing to a product. (04:57) Q: What role did digital printing play in the Oreo Colorfilled campaign? A: Stu Spencer of Maya Design highlights that HP's digital press technology was crucial for enabling mass customization of Oreo packaging. This allowed consumers to collaborate with artists to create unique designs, breaking traditional print production barriers. (15:51) Q: What are the keys to successful innovation in brand marketing? A: John Gibson from The Martin Agency emphasizes that fostering a culture of ambition and experimentation is vital. Doris Brown of HP adds that brands must embrace external collaboration, bringing in partners with diverse competencies, and challenge internal talent to take on new, creative roles. (13:31) ── HP Inc. — https://www.hp.com Maya Design — https://www.mayadesign.com The Martin Agency — https://www.martinagency.com ── PSFK — 20+ years of trend research powering smarter decisions — https://www.psfk.com Fodda — Give your AI expert insights about brand innovation and personalized packaging with PSFK's Fodda — https://www.fodda.ai PSFK Newsletter — https://newsletter.psfk.com