You are watching: Honey bunches of oats our latest commercial
The cereal is bringing earlier Diana Hunter, the longtime challenge of Honey Bunches of Oats, a real-life manufacturing facility worker that reexhausted from the agency -- and its ads -- last year.
The campaign, themed "rhymes with delicious," comes as the brand also, and many other top-marketing cereals, are posting sales declines. The work comes from Argonaut, which won the organization this summer after Honey Bunches of Oats had functioned with Public Works for about a year.
Post calls the project a transforming allude for Honey Bunches of Oats. "The cereal category is notoriously promiscuous. With choice-overpack in the cereal aisle, there"s no question why," Roxanne Bernstein, CMO, Article Consumer Brands, said in a statement, including that Hunter"s retirement "had actually us at a critical point."
Hunter started working for Article in 1976 and starred in her initially commercial for Honey Bunches of Oats in 2002. Now she"s ago to ease the transition into a brand-new marketing direction that puts the cereal in daily instances such as an afternoon snack break, and also even more whimsical ones, such as an astronaut trying to catch his bowl as it floats throughout the environment. Lines ceded in a sing-songy tone, finishing through "Honey Bunches of Oats," are heard in each spot.
"This really is around multiplicity, we want to really surround world with this song, via this type of rhyme-y method," states Hunter Hindmale, founder and chief artistic, Argonaut, that says the occupational is in line with what the company pitched to win the account.
Sales of Honey Bunches of Oats, Article Consumer Brands" top-seller, dropped even more than 4 percent in the 52 weeks ended Sept. 9, according to IRI. Still, the brand has actually a solid lead over most other cereals on the industry. Honey Bunches of Oats was the 4th-biggest seller in the time of that 52-week duration, trailing Cheerios (General Mills), Frosted Flakes (Kellogg) and also Honey Nut Cheerios (General Mills).
Cheerios, Frosted Mini Wheats (Kellogg), and Fruity Pebbles (Post) were the only brands in the height 10 that posted sales gains in that period, IRI data present.
Alengthy through the spots, the campaign contains Pandora ads supposed to sound prefer songs in various genres, depending upon the music one is listening to. Social videos are supposed to work through the sound off. Even display ads check out favor rhymes, via lines like "guess what this ad promotes" before mirroring a box of Honey Bunches of Oats.
"We"re really trying to surround human being via this amazing sort of take on a mnemonic device of rhyming in eincredibly tool we can," claims Hindman.
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Blog post invested $27.2 million on U.S. measured media for Honey Bunches of Oats in 2017, much exceeding its spending on any type of other grain, according to Kantar Media.