Oreo partners with Transformers
DEERFIELD, ILL. — Mondelēz International takes its Oreo brand to the silver screen with a partnership with Paramount Pictures in its global release of “Transformers: Age of Extinction,” opening in the United States on June 27. The deal includes a television spot directed by Michael Bay, the director of the new movie; Transformers-themed Oreo cookies and packaging as well as digital and social media campaigns.
“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.”
The marketing campaign will cover more than 35 countries with new packaging and movie-themed activities on Oreo Twist, Autobot and Decepticon embossed cookies in Asia and Latin America and custom flavors in Southeast Asia.
“The Oreo team has created one of the most integrated and innovative Transformers partner campaigns for the movie franchise to date,” said 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 television campaign, set to launch later this month, will bring the Oreo brand into the world of Transformers. 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 more 15 markets.