Dive Brief:

  • To advertise the go back of bagel chips to Chex Mix, the General Mills emblem has enlisted Sir Mix-A-Lot to remix his hit track “Baby Got Back” as “Bagel Is Back,” in line with main points shared with Marketing Dive.
  • Reworked variations of the 1992 authentic track and video come with lyrics about Chex Mix and bagel chips, which closing seemed within the product a decade in the past. The effort used to be deliberate and finished through Content+ with lend a hand from Edelman, Mindshare and The Social Lights. It spans paid, earned and owned channels together with TV, virtual and social.
  • Chex Mix is tapping into nostalgia to have interaction with customers who glance again fondly on an iconic 90s monitor and a fan-favorite recipe.

Dive Insight:

Chex Mix is most likely hoping to make a social media splash through bringing again bagel chips with the assistance of Sir Mix-A-Lot and a remix of “Baby Got Back,” which the Seattle rapper has no longer in the past remixed on this method in spite of the track’s enduring recognition. “Bagel Is Back” reworks the butt-focused anthem right into a track about snacks, flipping the unique’s “Full Metal Jacket” pattern into “makes me so hungry.”

Utilizing nostalgia for the cultural touchstones of the 80s and 90s has been a long lasting advertising and marketing tactic over the previous few years, particularly as millennials who grew up all over the ones a long time have begun making extra buying selections. The tactic additionally permits entrepreneurs to show the clock again to what may were happier instances, unaffected through the pandemic, financial peril or ongoing conflict.

Chex Mix in the past used a nostalgic technique, updating its 90s online game “Chex Quest” for a brand new technology in 2020. Parent corporate General Mills has additionally taken a an identical method, bringing again childhood-favorite cereals and selling them with the Saturday morning cartoons.

Popular rap songs have additionally been co-opted through entrepreneurs hoping to have interaction with popular culture nostalgia. The co-branded Super Bowl marketing campaign for Frito-Lay merchandise Doritos and Cheetos Flamin’ Hot reimagined Salt-N-Pepa’s 1986 hit “Push It” in 2022, whilst Match Group’s BLK remodeled the 1998 hit “Back That Thang Up” into “Vax That Thang Up” in 2021.

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