Tony the Tiger Gets a Hip Hop Remix by J.I.D #MusicMonday
Source: Kellogg’s
Great brands that stand the test of time reinvent. They don’t stand still and they certainly don't walk away from what's been working. But they do continuously ensure they're relevant for the next generation.
Consider Kellogg's Frosted Flakes and their mascot Tony the Tiger, who’s been around since 1952. One of the most iconic brand mascots ever. For decades, the jingle "Hey Tony" has gotten kids and teenagers ready every morning to "unlock their potential."
I dig it. I even worked on the brand for many years, many years ago. I’m a fan from the inside out.
But after all these decades, with a new generation of teenagers in the mix, Kellogg's made a strategic move to remix the jingle with Hip Hop artist J.I. D … J.I.D x Tony the Tiger: “Hey Tony.'“
There’s so much here than just reimagining the tune, however, J.I.D helped create an entire campaign to motivate the next generation to greatness. Remember, “they’re grrreaaat!”
“Day Ones” … a call to action to start each day working towards your potential.
Source: Reddit
The campaign is comprehensive with limited edition cereal boxes carrying the "Day Ones" theme, exclusive merchandise, a special football bowl with a halftime performance, and the full-length song on streaming platforms. A complete package for a new generation of artists, leaders, entrepreneurs, athletes … whatever their potential calls for.
Source: X
I love this on multiple levels.
First, it elevates a legacy asset to relevance for the next generation. Nostalgia becomes generational inspiration.
Second, it transforms a simple jingle into a multi-channel marketing program with real dimension utilizing channels where the next generation lives. Musical notes become cultural moments that drive engagement and sales.
While there might be some magic to the music and the collaboration, there is no magic to the formula: keep a brand relevant and you keep it growing. Simple as that.
Do you have legacy elements in your brand that could be reimagined to be more relevant? What's your experience? JIM
P.S. - If legacy brand mascots are of interest, last week I wrote about Mr. Clean’s “retirement.” Click here to give it a read.