Deerfield, IL — Spanning 35 countries in what Mondelez International, Inc. claims is the first global movie partnership, the company is promoting its Oreo brand through an alliance with Michael Bay’s Transformers: Age of Extinction.
The promotion will include Transformer-themed packaging and in-store displays, digital and social media outreach and an Oreo commercial directed by Bay featuring characters from the movie.
The TV campaign, airing this month, will feature an Oreo providing a moment of support for the Transformers. The spot will run in 15 markets, the company reports.
LeeAnne Stables, executive vice-president of worldwide marketing partnerships at Paramount Pictures, says: “The Oreo team has developed one of the most integrated and innovative Transformers partner campaigns for the movie franchise to date.”
Global outreach will include cookies embossed with Autobot and Decepticon characters for the Asian and Latin American markets, custom flavors for Southeast Asian consumers and movie-themed activities on the Oreo Twist, Lick and Dunk app, according to Mondelez.