Description
This week, MeowMix®, the wet cat food cats ask for by name, launches the latest iteration of its Remix campaign. While the original debuted in 1974, the brand has remixed the classic song in the style of different music genres. Now, the brand is tapping into 90’s nostalgia with a boy band remix for its wet food product. The new spot features the catchy harmonies of Meow Mix’s latest remix artists, the TABBY 5 – a cat boy band – performing in a classic 90’s-style music video complete with choreography, rain, and cameo from JC Chasez of NSYNC fame.
This is the latest work for Meow Mix by Publicis’ PS ONE. The campaign was creatively led by BBH US. In addition to the TV spot, which aired on launch day during America’s Got Talent, the work is appearing across digital and social – with executions including a TikTok duet video where JC Chasez invites viewers to sing along with the band, further cementing the brand as a musical influence in popular culture.
“We couldn’t be more excited to release the latest instalment of our Meow ReMix campaign” said Peter Defries, GCD of BBH USA. “When we were tasked with launching the wet-food range, there was only one genre that could really bring it to life – The rain-soaked boybands of the 90s. And when JC Chasez came on board, we knew we were sitting on another hit.”
“Our latest campaign honors Meow Mix’s storied heritage while also bringing new cultural relevancy to the brand,” said Gail Hollander, Chief Marketing Officer of JM Smucker’s. “In a market where there are seemingly endless choices for cat food, this latest work from PS ONE enables Meow Mix to break through the clutter and reminds today’s pet parents that Meow Mix has stood the test of time as ‘the wet cat food cats ask for by name’.”
This professional campaign titled 'Remix: Tabby 5' was published in United States in July, 2023. It was created for the brand: Meow Mix, by ad agencies: BBH USA and PSOne. This Digital and Integrated media campaign is related to the Pets industry and contains 1 media asset. It was submitted over 1 year ago.
Credits
Client: J.M. Smucker – Meow Mix
Campaign Title: Meow ReMix, Tabby 5
Agency: PS One
Chief Creative Officer: Erica Roberts
Senior VP Group Creative Directors: Peter Defries, Alan Wilson
Creative Director, Copywriter: Andy Verderosa
Creative Director, Art Director: Kim Davies
Creative Director, Art Director: JR Harris
Senior Art Director: Art Germer
Senior Designer: Krystal Keller
Designer: Chloe Kang
Copywriter: Zakk Weston
Group Executive Producer: Lauren Schneidmuller
Senior Producer: Samantha Berry
Senior VP, Director, Business Affairs: Robin Oksenhendler
Associate Director, Business Affairs Manager: Camille Crenshaw
President, Groupe Client Lead: Yuri Lee
SVP, Group Account Director: Gina Leone
Account Director: Sarah White
Account Supervisor: Juli Faltas
Senior Program Manager: Meg Pilsner
EVP, Strategy Director: Jennifer Baldwin
Associate Director, Brand Planning: Allie O’Shea
Production Company: Smith & Jones
Director: Ulf Johansson
Exec. Producer Philippa Smith
DP: George Richmond
Production Designer: Steve Smithwick
Editorial Company: White House Post
Editor: Matt Badger
Assistant Editor: Alejandro Villagran
Producer: Liz Stallmeyer
Executive Producer: Brooke Williams
VFX Company: Frame store, UK
Creative Director/VFX Supervisor: Kamen Markov
Senior Compositors: Luigi Russo, Matthew Thomas, Paul Krist
Compositor: Jordan Place, Kamen Markov
Finish/Delivery: Vinny David
Senior Colorist: Jean-Clement Soret
Senior Producer: Michael Brown
Production Coordinator: Poppy Chadwick
Production Assistant: Conor Garnett
Audio, Sound Design & Mix Company: Harbor Picture Company
Audio Mixer & Sound Designer: Steve Perski
Producer: Lauren Boyle
Music House: Human
Executive Producer: James Dean Wells
Creative Lead: Matthew O’Malley
Composers: Jonathan Hubbell and James Leibow
