Must Be the Honey
Aug 13, 2013 • By

Nelly is making music with BuzzBee

Today, Honey Nut Cheerios launched a new campaign that features multi-platinum and Grammy award winning artist Nelly with the brand’s iconic bee, BuzzBee.

Nelly and BuzzBee will soon ‘spread the honey’ in a new remix of his hit song “Ride Wit Me,” a fun, danceable remix titled “Must Be The Honey (M.B.T.H),” premiering in TV spots and online later this month.

Must Be the HoneyI talked about the campaign with Scott Lee, the associate director of Honey Nut Cheerios.

“We wanted a campaign that was fun and would bring a smile to people’s faces,” says Scott. “BuzzBee’s collaboration with Nelly will give him some swag as he continues to spread the news of Honey Nut Cheerios and highlight every day moments of joy.”

The Must be the Honey campaign includes five 30-second ad spots directed by acclaimed director Hype Williams, doubling as mini music videos.

Here is the first ad, with Nelly changing BuzzBee’s image – “Bee Got Swag – Buzz meets Nelly.”

The campaign also will be supported by billboard, radio and digital ads, as well as public relations and social media efforts.

As an additional component, Nelly will soon be sporting a pair of limited edition BuzzBee/Lebron James Nikes, like these.

BuzzBee Lebrons

To learn more about BuzzBee’s new remix and the Must be the Honey campaign, visit MustBeTheHoney.com and Buzz’s Instagram and Twitter accounts.

Advertising Age also wrote about it, in “Watch Nelly Rap for Honey Nut Cheerios.”