OREO, one of my top favorite cookie brands, has partnered with Paramount Pictures for the release of the upcoming Michael Bay film “Transformers: Age of Extinction”, which will be released in the Philippines on June 27.
Covering over 35 countries, including the Philippines, this first-ever global movie partnership has launched a global TV commercial directed by Bay himself as well as Transformers brand-themed OREO cookies and packaging, point-of-sale activations, and digital and social media efforts.
Juni Corleto, Category Marketing Manager for Snacks at Mondelez Philippines expressed excitement about the partnership as it brings two iconic brands together in a big way. "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."
Transformers and OREO fans, wherever they are, are sure to be delighted (I am!) with the new packaging and movie-themed activities on the OREO Twist, Lick and Dunk app. I love the film-themed OREO cookies in blue Prime Berry Creme and lively yellow Action Fruit Creme flavors. Both have a hint of mint in them, which leaves a cool feeling inside the mouth. Although OREO is known to be a perfect partner for milk, I also enjoy eating them with a mug of coffee :)
Lee Ann Stables, Executive Vice President of Worldwide Marketing Partnerships at Paramount Pictures affirmed that the OREO team has created one of the most integrated and innovative Transformers partner campaigns for the movie franchise to date. "We are fortunate to have Michael Bay dedicate the time, while still in production on 'Transformers: Age of Extinction,' to personally direct the new OREO television campaign, which Transformers movie fans around the world will no doubt love to see.”
In collaboration with ad company, The Martin Agency, the TVC shows how an OREO cookie provides a moment of support as the giant Transformers robot carries on in the fight for good. Titled “Little Help,” the spot will air in over 15 markets, including the Philippines.
The global deal between Mondelez International, the parent company of Mondelez Philippines, OREO and Paramount Pictures was negotiated and executed in collaboration with LiquidThread, the brand content division within SMG’s MediaVest.
See OREO in action by joining the OREO community at www.facebook.com/oreo and get to win prizes such as a trip for 4 to Universal Studios in Hollywood. Log on to oreotransformers4.com, play the game, and get higher chances of winning if you enter the codes found behind the stickers inside every OREO Transformers pack!