MINNEAPOLIS, Sept. 14, 2016 /PRNewswire/ -- Everyone has their
favorite boy band member. Some dream of the bad boy, others hang
posters of the heartthrob. When it comes to snacking, the passion
for playing favorites runs just as deep, especially with Chex Mix
fans.
This fall, Chex Mix is applauding its most passionate fans with
the launch of its new "Snackstreet" campaign. The comedic music
campaign is centered on the story of the fictitious archrivals to
the Backstreet Boys – a boy band sensation from the 1990s coined
the "Snackstreet Boys." The pseudo band's five members all dance
and sing in sweet harmonies like any other boy band, but they are
humorously dressed like Chex Mix pieces and have distinct
personalities.
The campaign features an over-the-top music video parody of the
Backstreet Boys megahit single "Everybody (Backstreet's Back)"
entitled "Snackstreet's Back," "Sound Checks," a mockumentary-style
history of the Snackstreet Boys, and much more. Debuting today, the
all-new mockumentary video features all five members of the
Backstreet Boys dancing and singing acapella in '90s gear in
flashback scenes where they try to mentor the Snackstreet Boys, but
end up going head-to-head with the rival boy band when things go
awry.
The campaign was inspired by the unique passion fans have for
each of the snack's six individual pieces. Between corn Chex, wheat
Chex, rye crisp, breadstick and pretzels, everyone has their
favorite Chex Mix piece they grab out of the bag
first.
"Everyone has a favorite member of their beloved '90s boy band,
and we see similarities in the passion and strong opinions our fans
have for the different pieces in each bag of Chex Mix. It's this
passion for the pieces that inspired us to do something quite
outrageous - create a fictitious boy band," said Betsy Koch, Senior Marketing Manager at General
Mills. "This new campaign is deliciously fun, witty and all for our
fans. We love their passion for our pieces, and raise them a
bag."
All five members of the Backstreet Boys are featured throughout
the campaign, letting fans know they've still got it as they dance,
sing and joke their way through interactions with their
pseudo-rivals the Snackstreet Boys. The integrated campaign incudes
cameos from other '90s music stars, including Jeff Timmons of 98 Degrees.
"We had an amazing time working with the Chex Mix team, and
you'll see in the videos that we had a lot of fun with it," says AJ
McLean, Backstreet Boys. "We've all been labeled as either the
'cute one' or the 'bad boy' for over twenty years, so the campaign
concept around each piece having its own identity immediately
clicked for us."
The "Snackstreet" campaign, created by Mindshare Entertainment
in partnership with Above Average, will release more music videos,
original songs and video shorts featuring the Backstreet Boys in
the coming weeks. The campaign will also come to life on radio and
digital through a partnership with iHeartMedia, online through
content partnerships with Buzzfeed and Spotify, and through display
and search advertising. Fans can keep up with the campaign by
visiting Chex Mix's Facebook page or Chex Mix's YouTube
channel.
Chex Mix is available for purchase at most grocery and
convenience stores nationwide. To learn more about our delicious
flavors, please visit ChexMix.com.
About General Mills
General Mills is a leading global
food company that serves the world by making food people love. Its
brands include Cheerios, Annie's, Yoplait, Nature
Valley, Fiber One, Haagen-Dazs, Betty
Crocker, Pillsbury, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered
in Minneapolis, Minnesota,
USA, General Mills had fiscal 2016 worldwide sales of
US $17.6 billion, including the company's US $1.0
billion proportionate share of joint-venture net sales.
About Backstreet Boys
For 22 years the Backstreet
Boys, one of the most successful groups in music history, has
continually delivered the finest pop music one has to offer, making
them one of pop's most influential performers. With countless #1s,
record-setting tours, countless awards and worldwide sales in
excess of 130 million, BSB has been recognized as the best-selling
boy band in history. In 2013, BSB celebrated their 20th
Anniversary with the release of the album In A World Like
This, which saw the group receive a star on the legendary
Hollywood Walk of Fame, perform for the President of the United States, and make an unforgettable
appearance in the Seth Rogen hit
film "This Is The End." Due to the overwhelming demand, the In A
World Like This world tour was extended multiple times,
amounting to what became the group's biggest tour in over 10 years.
BSB are currently in the studio working on their next album.
www.backstreetboys.com
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SOURCE Chex Mix