What: Honey Bunches of Oats is launching the new Hispanic 360-degree marketing campaign “ESTO.ES.TODO.TM.”
Why it matters: The campaign’s fully integrated plan includes new television spots, a digital overlay, a sampling tour, retailer events, media partnerships – including social platform Snapchat – and cinema ads.
Honey Bunches of Oats is launching a new Hispanic 360-degree marketing campaign to encourage fans to rethink the classic cereal.
The new “ESTO.ES.TODO.TM” campaign interweaves memes from Hispanic social media memes and Hispanic pop culture references to illustrate and bring to life the inherent multiplicity of experiences found in a bowl due to the cereal’s numerous tastes and textures (flakes, bunches, honey!).
It is a big departure from the last employee-focused campaign and the cereal category as a whole, which tends to focus on family and emotional connections.
The commercials have hit airwaves, but elements of the campaign will continue to roll out over the next two months. The new commercial spots, one for the Hispanic audience and one for mainstream, both maintain the same style and tone, however, the Spanish-language spots use images centered on cultural nostalgia and family.
“ESTO. ES. TODO.TM” Hispanic commercial:
“THIS. IS. EVERYTHING.TM”
The campaign’s fully integrated plan includes new television spots, a digital overlay, a sampling tour, retailer events, media partnerships – including social platform Snapchat (a first for Post!), and cinema ads.
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