OREO Brand to Partner with Paramount Pictures for the Global Release of Michael Bay’s “Transformers: Age of Extinction” | 2014 Press Releases | China | Mondelez International, Inc.

OREO Brand to Partner with Paramount Pictures for the Global Release of Michael Bay’s “Transformers: Age of Extinction”

First-ever Global Movie Partnership Will Cover Over 35 Countries
New Television Spot from Director Michael Bay to Launch May 15 in over 15 Territories

SHANGHAI,CHINA–June 12, 2014 –OREO, the world’s favorite cookie, announced today its partnership with Paramount Pictures for the global release of the upcoming Michael Bay film “Transformers: Age of Extinction,” releasing in the U.S. on June 27. Covering over 35 countries, this first-ever global movie partnership includes a global TV spot directed by Bay, Transformers-themed OREO cookies and packaging, point-of-sale activations as well as digital and social media efforts.

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“We’re very excited about this partnership as we’re bringing two iconic brands together in a big way around the world,” said Jennifer Hull, Brand Manager Global Oreo at Mondelēz 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,” commented 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. Titled “Little Help,” the spot will air in over 15 markets.

The global deal between Mondelēz International, OREO and Paramount Pictures was negotiated and executed in collaboration with LiquidThread, the brand content division within Mediavest.
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