FDBusiness.com

OREO Brand to Partner With Paramount Pictures

 Breaking News
  • Irish Supermarkets Benefit From the Christmas Spirit The latest grocery market share figures from Kantar Worldpanel in Ireland, for the 12 weeks ending 31 December 2017, reveal that shoppers spent an extra €90 million on groceries over the festive period. David Berry, director at Kantar Worldpanel, comments: “Over the Christmas period the average household spent a record €1,532 on groceries – an increase of [...]...
  • Britvic Continues to Put Health at the Heart of its New Sustainable Business Programme Britvic has launched ‘A Healthier Everyday’, its new sustainable business programme which builds on its commitment to: help consumers make healthier choices; support the well-being of communities; and minimise its impact on the planet. The creation of ‘A Healthier Everyday’ follows a review by the company into how it can ensure that its sustainability programme is [...]...
  • Bayn Europe Sets Up Chinese Subsidiary For Sugar Reduction Bayn Europe AB has signed a joint venture agreement with real estate development company HuaHe International Asset Management to introduce sugar reduction to the China market. Both partners agreed on a co-operation model and mutual commitments for the set up of joint venture. Bayn will hold 65% of equity and HuaHe will hold 35%. Further to [...]...
  • Ishida X-ray Flexibility Ensures Premium Product Quality Ishida X-ray inspection technology is helping to maintain the premium quality reputation of one of Russia’s most popular traditional snack brands. The ‘ROSTRAGROEXPORT’ company was founded by Mr Boris Aleksandrov in 1995, who spotted a niche in the Russian food market for a good quality traditional curd snack.  Its ‘B.Y. Aleksandrov’ brand, named after the company’s [...]...
  • ‘Latte Levy’ – Coffee Drinkers Want to Go Green, But Price is a Barrier As the UK Government aims to eliminate avoidable waste with the announcement of its 25-Year Environmental Plan, Mintel research reveals that Britain’s coffee shop drinkers are happy to do their bit for the environment, but not at any cost. 40% of out of home hot drinks consumers wouldn’t mind paying extra for drinks served in 100% [...]...

OREO Brand to Partner With Paramount Pictures

OREO Brand to Partner With Paramount Pictures
May 16
10:18 2014

Mondelez International has announced that its OREO brand, the world’s favorite cookie, will partner with Paramount Pictures for the global release of the upcoming Michael Bayfilm ‘Transformers: Age of Extinction’, which will be launched in the US on June 27. Covering over 35 countries, this first-ever global movie partnership includes a global TV spot directed by Michael Bay, Transformers-themed OREO cookies and packaging, point-of-sale activations as well as digital and social media efforts.

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

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

OREO is one of Mondelez International’s ‘billion-dollar’ brands, with more than $2 billion in global annual net revenues. OREO celebrated its 100th birthday in 2012.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • January 16, 2018Sival Plant Production Trade Show
  • January 17, 2018Anfas Food Product
  • January 17, 2018Dutch Organic Trade Fair
  • January 19, 2018International Green Week
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements