OREO Brand to Partner With Paramount Pictures
Mondelez International has announced that its OREO brand, the world’s favorite cookie, will partner with Paramount Pictures for the global release of the upcoming Michael Bayfilm ‘Transformers: Age of Extinction’, which will be launched in the US on June 27. Covering over 35 countries, this first-ever global movie partnership includes a global TV spot directed by Michael Bay, Transformers-themed OREO cookies and packaging, point-of-sale activations as well as digital and social media efforts.
“We’re very excited about this partnership as we’re bringing two iconic brands together in a big way around the world,” says Jennifer Hull, Brand Manager Global Oreo at Mondelez International. “The play value and optimistic view of the world that are inherent to the OREO brand fit perfectly into the environment of Transformers. We cannot wait to showcase all of the marketing support that’s sure to surprise and delight consumers everywhere.”
From new packaging and movie-themed activities on the OREO Twist, Lick and Dunk app around the world to Autobot and Decepticon embossed cookies in Asia and Latin America and custom flavors in Southeast Asia, OREO is set to excite Transformers and OREO fans – wherever they are.
“The OREO team has created one of the most integrated and innovative Transformers partner campaigns for the movie franchise to date,” comments LeeAnne Stables, Executive Vice President of Worldwide Marketing Partnerships at Paramount Pictures. “We were fortunate to have Michael Bay dedicate the time, while still in production on ‘Transformers: Age of Extinction’, to personally direct this new OREO television campaign, which Transformers movie fans around the world will no doubt love to see.”
The TV campaign, set to launch later this month, will bring the OREO brand into the world of Transformers. Directed by Bay, in collaboration with ad agency The Martin Agency, the spot shows how an OREO cookie provides a moment of support as the giant robot Transformers carry on in the fight for good. Entitled ‘Little Help’, the spot will air in over 15 markets.
The global deal between Mondelez International, OREO and Paramount Pictures was negotiated and executed in collaboration with LiquidThread, the brand content division within Mediavest.
OREO is one of Mondelez International’s ‘billion-dollar’ brands, with more than $2 billion in global annual net revenues. OREO celebrated its 100th birthday in 2012.