Post Foods announces release of new music video for its Honey Bunches of Oats cereal brand
PARSIPPANY, New Jersey
November 11, 2013
– ''Bunch of Beats'' Sweepstakes Encourages Fans to Upload Video to Win Weekly $500 Drawing
Post Foods’ Honey Bunches of Oats® announced today a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. 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.
For more information, please visit www.honeybunchesofoats.com. To upload a video submission and for contest rules, please visit www.bunchofbeats.com, www.facebook.com/honeybunchesofoats or www.facebook.com/PensemosPositivo.
About Post Foods, LLC
Post has enriched the lives of consumers, bringing quality foods to the breakfast table since the company's founding in 1895. Post's portfolio of brands includes diverse offerings to meet the taste and nutritional needs of all families, including such favorites as Honey Bunches of Oats®, Pebbles™, Great Grains®, Post® Shredded Wheat, Post® Raisin Bran, Grape-Nuts®, and Honeycomb®. Post is dedicated to nourishing goodness, providing consumers with a variety of cereal choices to meet their nutritional needs from whole grain and fiber to lower sugar offerings. For more information about Post Cereals, visit www.PostFoods.com.
About Domino Saints
Domino Saints is an explosive Urban Pop Duo from San Juan, Puerto Rico that has been tearing down the house since 2007 on stages across the world, from Boston to Colombia. The group’s fusion of Urban/Pop sounds, Caribbean soul mixed with an unmistakable Rockstar vibe has put them in a league of their own and a “must see” act in the Latin Industry. The Domino sound is pure energetic combination of Dancehall Reggae, Electronica with a trademark Jamaican Glam style appealing to all audiences around the globe.
About Universal Music Group
Universal Music Group is the world's leading music company with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, the industry's leading global music publishing operation.
Universal Music Group's record labels include A&M/Octone, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, Fonovisa, Geffen Records, Interscope Records, Island Records, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Universal Music Latino, Universal Republic and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalogue of music in the industry, which includes the last 100 years of the world's most popular artists and their recordings. UMG's catalogue is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes Global Digital Business, its new media and technologies division and Bravado, its merchandising company.
Universal Music Group is a unit of Vivendi, a global media and communications company.