New York, NY (Top40 Charts / J. M. Smucker Company) 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:
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
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
