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OREO recently announced its partnership with Paramount Pictures for the release of Transformers: Age of Extinction covering over 35 countries.

Here in the Philippines, the announcement was made during the media launch of the Michael Bay film last Friday at the SM Mall of Asia Atrium.  This is OREO’s first-ever global movie partnership and with it is the release of the cookie brand’s limited edition Transformers-themed OREO cookies and packaging.

“We’re very excited about this partnership as we’re bringing two iconic brands together in a big way around the world,” said Juni Corleto, Category Marketing Manager for Snacks at Mondelez Philippines. “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.”

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Two New OREO Flavors

Aside from the Original and Chocolate Creme flavors, OREO added two limited edition Transformers-themed flavors – OREO Prime Berry Creme (Blueberry Ice Cream Flavor) and OREO Action Fruit Creme (Orange Ice Cream Flavor).

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When you buy a 9-pack OREO Original or Chocolate Creme, you also get 6 FREE Transformers: Age of Extinction mini stickers plus a special secret code that you can use at their official website, download the OREO Twist, Lick and Dunk app and join the OREO Transformers 4 digital contest and get a chance to win some exciting merchandise.

Oreo Stickers and Special Codes
Oreo Stickers and Special Codes

“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 the new OREO television campaign, which Transformers movie fans around the world will no doubt love to see.”

The TV campaign will bring the OREO brand into the world of Transformers.  Directed by Michael Bay, in collaboration with ad agency The Martin Agency, the spot 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 Mondelēz 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.  Mondelez Philippines, Inc. (MPI) is part of the Mondelēz International family of Companies. Celebrating its 51 years in the Philippines with the brands Oreo, Tang, Eden, Cheez Whiz, Toblerone, Tiger Energy, Cadbury Dairy Milk and Halls.

Visit the OREO Transformers: Age of Extinction website at www.oreotransformers4.com

Here are some photos that I took during the event:

 

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raindeocampo

Training Facilitator at TeamCITE
Writer, Wanderer, Child of God
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raindeocampo

Writer, Wanderer, Child of God

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