Post Foods’ Honey Bunches of Oats announced today a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints, who also performed at Hispanicize Event’s inaugural music festival in 2013. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets.
Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own. National bilingual media, social media and website (bunchofbeats.com) will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.
“Rather than focus on product placement opportunities in music videos, we wanted to take it a step further and create a brand anthem that relayed the spirit of Honey Bunches of Oats and rallied our fans,” said Tony Shurman, VP of Marketing at Post Foods. “As the brand deepens its commitment to the Hispanic community, we saw an opportunity to partner with a crossover artist and create a music video that spoke to all our Honey Bunches of Oats fans. We hope this song strikes an emotional chord and gets our fans smiling, shaking and sharing!”
This contagious upbeat song will inspire people to make and share their own versions of the dance joining in a movement that celebrates what it means to start the day off with a smile. The song, the talent and all of the campaign elements truly embody the brand’s spirit of cultural inclusiveness and positivity under one big integrated program.
“We want to make Honey Bunches of Oats the catalyst of morning positivity by providing consumers with the product, song, dance and tools to express themselves authentically as they join the movement that will make America smile,” said Mike Foley, Senior Brand Manager U.S. Hispanic and Export, at Post Foods.
Elements of the Program Include:
“Smile While You Shake It” Music Video: Universal Music Latin Entertainment duo Domino Saints conveys the brand’s energy and spirit of positivity through the song’s uplifting lyrics. As emerging crossover talent, the duo mixes Spanish lyrics into the primarily English song for a catchy hook guaranteed to make you smile.
“Bunch of Beats” Sweepstakes: Fans will be encouraged to take the stage in their own homes and on the street to record a short video for the chance to win weekly prizes. Tutorials from Domino Saints will encourage fans to learn a 15-second dance routine to accompany the song. Consumers can upload a video of their dance moves to the “Bunch of Beats” microsite or a custom tab on either the Honey Bunches of Oats or Pensemos Positivo Facebook Fan Pages. One video submission will be selected randomly every week over a span of 31 weeks to win a $500 Visa gift card, for a total of $15,500 worth of prizes. The sweepstakes launches November 11 and ends June 15.