- Cat food brand Meow Mix leveraged the boy band phenomenon of the ‘90s for the latest iteration of its long-running “Remix” campaign, in accordance with information shared with Marketing Dive.
- Creative featuring a “cat boy band” often called the Tabby 5 will include a TV spot airing during “America’s Got Talent.” Digital and social executions include a TikTok duet video during which NSYNC’s JC Chasez invites viewers to sing together with the band.
- The J.M. Smucker Company brand first debuted its iconic theme in 1974 and has remixed it in a wide range of alternative ways in recent years. The latest iteration uses rain and choreography, in addition to a cat boy band, to duplicate a ‘90s-style music video and tap into nostalgia for the last decade.
Like many other brands in recent months, Meow Mix has been integrating nostalgia for pop cultural artifacts of past a long time into its marketing as a strategy to engage consumers. PSOne, a unit of Publicis dedicated to the J.M. Smucker Company, and BBH US worked on the campaign.
The thirty-second spot incorporates a group of 5 cats wearing denim outfits singing “meow” over and once again to a ‘90s beat. Chasez makes a cameo and sings along before the cats make a fancy dress change to white outfits. The short music video ends with the brand’s classic tagline, “the one cat food cats ask for by name.” A landing page dedicated to the campaign incorporates a zodiac quiz for cats together with a profile of the Tabby 5.
“Our latest campaign honors Meow Mix’s storied heritage while also bringing recent cultural relevancy to the brand,” said Gail Hollander, CMO of J.M. Smucker in an announcement.
The campaign comes not only at a well-liked time for campaigns driven by popular music, with brands resembling Malibu, Wendy’s and others recently re-purposing classic songs for promoting purposes — it also comes a pivotal time for Meow Mix. Earlier this 12 months, J.M. Smucker accomplished its sales of quite a few pet food brands and said it’s going to increase its focus on driving growth for Meow Mix and Milk-Bone going forward. The pet food sector has seen increased competition in recent years, making a brand’s ability to face out increasingly vital.
Read the total article here
