Biscuit manufacturer Mondelez International has unveiled OREO Colorfilled, under which OREO consumers can customise the packaging of the original Oreo cookies online.
The offer is valid for a limited period and is available at shop.oreo.com.
The website also presents Colorfilled packs featuring exclusive, illustrated black and white designs from graphic artists Jeremyville and Timothy Goodman.
The new customised packs present an energetic mix of seasonal images and icons, including waving snowmen, singing partridges, hugging penguins and moustached presents with bowler hats.
OREO Colorfilled can allow consumers to create their own packaging with the use of the offered designs.
The initiative can also be experienced manually, as a colour-your-own pack can be ordered from the company, which includes a black and white design of choice with custom markers.
Mondelez International Oreo senior director Janda Lukin said: "OREO Colorfilled is an open invitation to our fans to bring their imagination to our Wonderfilled world."
Mondelez International e-commerce global head Cindy Chen said: "The new OREO Colorfilled packs digital store is the first step in a larger e-commerce and customisation strategy for Mondelez International as we work towards our vision of growing our e-commerce revenue to $1bn by 2020."