Snackstreet’s back, alright
Chex Mix has baked up some tunes that ‘90s boy bands fans will likely appreciate.
The brand’s new music-centered campaign tells the fictitious story of the rivalry between the very talented Backstreet Boys and the less talented – but totally tasty – Snackstreet Boys.
While the Snackstreet Boys aren’t really a band, the campaign is the real deal – there’s a music video, mockumentary, a parody of the Backstreet Boys song “Everybody,” plus an original Snackstreet Boys song.
“Viewers can expect an entertaining mocku-drama that reflects the sense of humor of our consumers and the tone of the Chex Mix brand. It is a fictional and funny story that exemplifies the highlights – and lowlights – of being a successful ‘snack-mix’ in the 90s,” says Jonathan Faloon, senior associate marketing manager for Chex Mix. “As with any group, the personalities of the group can clash at times, but ultimately the mix is what makes them great and they are better together than apart.”
The mockumentary features all five members of the Backstreet Boys dancing and singing acapella in ’90s gear in flashback scenes where they try to mentor the Snackstreet Boys, but end up going head-to-head with the rival boy band when things go awry.
Just like boy band fans have a favorite band member, snackers also have a favorite Chex Mix piece, which was the inspiration behind the campaign.
“Chex Mix consumers have a passion for the pieces and we hear this from them constantly,” says Jonathan. “With a nod to a demographic who grew up with and love the Backstreet Boys,’90s nostalgia is very relevant today, we saw this as a natural fit. Everyone loves the bad boy or the heartthrob, just like everyone loves the rye chip or ‘loves to hate’ the pretzel.”
Despite the fact that each member of the pseudo band is dressed as an oversized Chex Mix piece, their choreographed dance moves in this “Snackstreet’s Back” music video are pretty impressive.
And don’t worry, there are no hard feelings between the two bands. In fact, Kevin Richardson, Nick Carter, and A. J. McLean of the Backstreet Boys introduced the Snackstreet Boys at the Hilton in Universal City, California, today.
Members of the Backstreet Boys are featured throughout the campaign, letting fans know they’ve still got it as they dance, sing and joke their way through interactions with their pseudo-rivals.
Who’s your favorite Snackstreet member – Rye Crisp, Wheat Chex, Corn Chex, Breadstick or Pretzel?
Tell us in the comments below!
Have an idea for a story you’d like to see on “A Taste of General Mills”? Please let us know in the comments below or via email at firstname.lastname@example.org.
Subscribe to “A Taste of General Mills” by email – here – and we’ll notify you about our latest posts.