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Oreo, 'Transformers' in big-screen marketing deal

Oreo cookies — a favorite snack to be pulled apart, licked and dunked in milk — announced Tuesday its biggest-ever global movie promotion with “Transformers: Age of Extinction.”

Oreo cookies will show up in TV spots for the movie in addition to Transformers-themed cookies and packaging. The campaign also will include activities on the Oreo digital app and social media. Custom flavors are planned for Southeast Asia, says Deerfield-based Mondelez International.

“The Oreo team has created one of the most integrated and innovative Transformers partner campaigns for the movie franchise to date,” said LeeAnne Stables, an executive vice president 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 new Transformers movie will be released in the U.S. on June 27.

“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, a, Oreo brand manager at Mondelez. “We cannot wait to showcase all of the marketing support that’s sure to surprise and delight consumers everywhere.”

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