Dive Brief:

• Mondelez International has signed a product tie-in deal with Paramount Pictures connecting its Oreo brand to the upcoming movie "Transformers: Age of Extinction." 
• The scope of the deal is extraordinary and includes a television commercial directed by Transformers director Michael Bay, a new flavor of Oreo named after the Optimus Prime character, product placement in the film, and marketing arrangements across 35 countries. 
• The cost of the deal was not released. 

Dive Insight:

The folks at snack company Mondelez are on a marketing roll, the likes of which we have never seen before. Not only are they mastering new techniques like social media and real-time news, but now they're dabbling in the old techniques like movie tie-ins -- in a bigger, more global, and generally cooler fashion than anyone else.