Post Foods has partnered with Dominican singer Prince Royce to create branded-entertainment content for Honey Bunches of Oats leading up to the Latin Grammys, Mike Foley, brand manager, U.S. Hispanic at Export recently announced at Portada’s Sixth Annual Hispanic Advertising and Media Conference. Yesterday Post Foods gave additional details about the partnership.
Starting October 1, the campaign "Positive Mix" promises to deliver a series of unique VIP music experiences to consumers who engage and participate with the brand in-store, online and in-market. "Music has been key for Honey Bunches of Oats to successfully form an emotional connection with our Latina consumer and ignite her 'chispa' or 'spark'! The perfect evolution to our marketing plans recently has been our strategic partnership with Prince Royce and our sponsorship of the Latin GRAMMY® Street Parties, leading to the biggest night in Latin music — the Latin GRAMMY® Awards. We strongly believe this program is the ideal forum for Honey Bunches of Oats to further connect with our consumers in a relevant and exciting way during a very busy pop culture time period of the year," said Mike Foley, Brand Manager US Hispanic & Export, Post Foods.
Millions of bilingual specially-marked-boxes featuring multi-Platinum-selling-artist Prince Royce will be on shelves across the country starting the week of October 1. 10,000 consumers will instantly win music downloads and automatically be entered to win a grand prize flyway package that includes a trip to celebrate New Year's Eve in New York City and a chance to meet and greet Prince Royce.
"I'm very excited to be part of this campaign with Honey Bunches of Oats and appreciate the cereal's commitment to Latinos and our music. When I was starting my career in music, I never thought that one day my face would be on the cover of a cereal box! I hope this program inspires a lot of people to participate and celebrate the impact we Latinos and our music are making in this country," said Prince Royce.
The multi-platform campaign includes exclusive category integration in the 2012 Latin GRAMMY® Street Parties, now celebrating its 10th year. The six-city cross-country festival will lead up to the XIII Annual Latin GRAMMY Awards® Telecast on November 15 in Las Vegas. The festival kicked off this past Sunday, September 30, in Chicago where Honey Bunches of Oats® interacted with consumers. The festival continues to the top Hispanic communities across the country making stops in Houston, Dallas, Los Angeles, San Jose, Calif., and finishing the celebration in Miami on November 4.
The cereal brand is also demonstrating its commitment to the positive impact of music education by supporting the Latin Recording Academy®'s Latin GRAMMY® in the Schools program. Honey Bunches of Oats® will host a special event in a Miami public school and present a $10,000 donation in support of their arts and music program to the school.
The campaign was championed by creative and shopper agency XL Alliance and media agency MV42, seeking to aligning music, national media, digital, shopper marketing and community relations touch-points for greater reach and ROI.
"We developed a program that showcases the convergence of the brand's positive and uplifting essence with the positive impact of music on our Hispanic consumers. However, beyond a strong awareness and celebrity connection this campaign stands out for its total-market and bilingual outreach, cross-channel and shopper impact and delicate balance of national and local breadth and depth in execution," said Liliana Gil, Managing Partner of XL Alliance.
Information about the campaign is available at: pensemospositivos.com.