Post Foods’ Honey Bunches of Oats announced 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 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.