ORRVILLE, Ohio, Nov. 12, 2019 /PRNewswire/ -- Meow Mix®, the
brand cats still ask for by name, is reimagining their iconic,
addictive jingle with a twist for today's music and cat fans. This
week, a new feline-focused broadcast video introduces the legacy
jingle in a modern remix. The soulful R&B version introduces us
to Chanteuse 'Luna', who in true Diva-style even has a litter box
full of diamonds. Dropping soon after is a Country version, 'Heart
& Paws', purrrfectly evocative of Nashville's best and featuring an original
heartfelt, melancholy country ballad.
The 'Meow ReMix' music tracks also feature the Latin version
'Gatocito' and the Metal mix, 'Endless Hiss.' All four music tracks
will be available on meowmix.com, Spotify and YouTube, and are sure
to have a whole new generation of fans meowing along.
See Meow ReMix creative here:
- :15 TV Luna- R&B
- :30 R&B Track
- :30 Country Track
- :30 Metal Track
- :30 Latin Track
- Social Examples
- ReMix Landing Page
- Spot Screengrabs
- Album Artwork
The campaign is the first creative work for the Meow Mix brand
from PSOne, the Publicis Groupe's Power of One team, a bespoke
solution for The J.M. Smucker Company. Additional campaign elements
include online, digital radio, social, and a devoted campaign
landing page at meowmix.com.
Meow ReMix Campaign Overview
The Meow ReMix campaign
introduces a new generation to the iconic Meow Mix jingle. First
introduced almost 50 years ago, the jingle has a long history as a
fan-friendly earworm, impossible to forget. To give the jingle a
modern-kick and relevance, Meow Mix reimagined it in different
genres from R&B and Country (dropping soon), to Latin and Metal
with more versions coming soon. Human, the well-known music house,
brought that vision to cat-like life, all the while keeping the
musical integrity of the original jingle.
The videos for 'Heart & Paws' and 'Luna' feature real
cat-stars, complete with their unique mannerisms and famous cat
attitude. The spots are directed by veteran music video Director
Joseph Kahn, who has worked with
some of the world's biggest pop stars, but noted that none had as
much attitude as a Ragdoll cat.
The 'Luna' spot showcases an over-the-top Diva style aesthetic,
as well as plenty of authentic bling. Luna even has a litter box
full of diamonds, in what surely has to be a first in
pet-pampering. The 'Heart and Paws' spot will feature perfectly
appropriate visuals to complement the tune – including a miniature
Honky-Tonk and mini bottles of 'Adult Cat' beverages.
Quotes
"The Meow Mix jingle has always provided a
soundtrack to the relationship we have with our feline friends,"
said Ryan Thomas, Vice President
of Cat Marketing at The J.M. Smucker Company. "At Meow Mix, we
have a rich heritage of understanding what cats want and we're
excited to share with the world this new, addictive creative
work."
"We're thrilled to debut Meow ReMix, a campaign designed to
revitalize an iconic jingle," said Dave
Latta, Consumer Engagement Group Lead at The J.M. Smucker
Company. "One simple word delivered with an updated twist,
delivers so much meaning, and we're excited to share our passion
for Meow Mix in the form of this new creative work."
"The chance to work with my all-time favorite cat bands was too
much to pass up," stated Andy
Bird, CCO, PSOne. "Actually you'd be surprised by how
many musicians were influenced by the original Meow Mix jingle. I
mean, if you even listen to German 1970's psyche-electronica, the
jingle is right there too."
"Meow Mix gave us a huge creative gift with their classic
jingle. They simply asked us to make it famous, once again," stated
Jason Gorman, Executive Creative
Director, PSOne. "Cat lovers and music fans are both incredibly
passionate, so why not marry two passion-driven fandoms and give
everyone something really fresh and memorable."
About The J. M. Smucker Company
Inspired by more than
120 years of business success and five generations of family
leadership, The J. M. Smucker Company makes food that people and
pets love. The Company's portfolio of 40+ brands, which are found
in 90 percent of U.S. homes and countless restaurants, include
iconic products consumers have always loved such as Folgers®, Jif®
and Milk-Bone® plus new favorites like Café Bustelo®, Smucker's®
Uncrustables® and Rachael Ray™ Nutrish®. Over the past two decades,
the Company has grown rapidly by thoughtfully acquiring leading and
emerging brands, while ensuring the business has a positive impact
on its 7,000+ employees, the communities it is a part of and the
planet. For more information about The J. M. Smucker Company, visit
jmsmucker.com.
About Publicis Groupe - The Power of One
Publicis
Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in
marketing, communication, and digital transformation, driven
through the alchemy of data, creativity, media and technology,
uniquely positioned to deliver personalized experience at scale.
Publicis Groupe offers its clients a seamless end-to-end service to
address all their marketing and transformation challenges. Publicis
Groupe is organized across Solutions hubs: Publicis Communications
(Publicis Worldwide, Saatchi & Saatchi, Leo Burnett, BBH, Marcel, Fallon, MSL,
Prodigious), Publicis Media (Starcom, Zenith, Spark Foundry,
Performics, Digitas), Publicis Sapient and Publicis Health.
Epsilon, the data-driven marketing and tech company and its
platform Conversant, is positioned at the center of the group
fueling all the group's operations. Present in over 100 countries,
Publicis Groupe employs nearly 84,000 professionals.
www.publicisgroupe.com | Twitter:@PublicisGroupe | Facebook |
LinkedIn | YouTube | Viva la Difference!
Creative Credits:
Client: The J.M. Smucker
Company
Brand: Meow Mix
Campaign Title: Meow ReMix
Agency: PSOne
Agency Location: New York
Chief Creative Officer: Andy
Bird
Executive Creative Director: Jason
Gorman
Associate Creative Director, Art: Shaun
Bruce
Associate Creative Director, Copy: Tim
Wassler
EVP, Director of Integrated Production: Jenny Read
Executive Producer: Lauren
Schneidmuller
Producer: Rachel Tierney
Music Producer: Rachel Rauch
Group Account Director: Gina
Leone
Account Supervisor: Rebecca
Harris
PRODUCTION COMPANY: Supply&Demand
Director: Joseph Kahn
Director of Photography: David Weldon,
Jr.
Executive Producers: Nathan de la
Rionda / Tim Case /
Jeff Scruton
Producer: Ron Mohrhoff
EDITORIAL COMPANY: Cosmo
Street
Editor: Chancler Haynes
Assistant Editor: Kyle Moriarty
Executive Producer: Maura
Woodward
Senior Producer: Paolo Solarte
VFX: GloriaFX
Executive VFX Producer / VFX Supervisor: Sergii Mashevskyi
2D
Department:
Marina Fedorova
3D
Supervisor:
Viktor Bohdan
3D
Artists: Evhenii
Volodchenkov
Aleksei Yvanenko
Aleksandr Kolisnichenko
Dmitryi Kolot
Eduard Martynov
Andrei Nezolenko
Vytalyi Rohachynskyi
Aleksei Sliusar
Serhei Churykov
Nastia Sheremeteva
VFX
Supervisor: Oleh
Hrubyi
Compositing Artists: Edhar Beimo
Oleh Bohovenko
Olha Eremenok
Elina Kazymahomedova
Tatiana Kliuchyk
Karina Kuzmickaya
Arsen Lytvynenko
Arsenyi Parkhomenko
Aleksei Proskurov
Anna Rybakova
Alena Sydorova
Dmytryi Fedoseenkov
COLOR: Company 3
Colorist: Tom Poole
Color Producer: Alexandra
Lubrano
AUDIO: Harbor Picture Company
Audio Mixer: Steve Perski
Producer: Cammie Mcgarry
MUSIC: Human
Executive Producer: James Wells
Country/R&B Creative Lead: Justin
Hori
Country ReMix Composer: Jonathan
Hubbell
R&B and Latin ReMix Composer: Ed
Dunne
Metal/Latin Creative Lead: Matthew
O'Malley
Metal Remix Composers: James Leibow
& James Dean Wells
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SOURCE The J. M. Smucker Company