The '90s Boy Band Battle Heats Up Again with the Backstreet Boys and Chex Mix
All five members of the Grammy-nominated group the Backstreet Boys join the brand's "Snackstreet" campaign this fall in a series of comedy videos
MINNEAPOLIS, Sept. 14, 2016 /PRNewswire/ -- Everyone has their favorite boy band member. Some dream of the bad boy, others hang posters of the heartthrob. When it comes to snacking, the passion for playing favorites runs just as deep, especially with Chex Mix fans.
This fall, Chex Mix is applauding its most passionate fans with the launch of its new "Snackstreet" campaign. The comedic music campaign is centered on the story of the fictitious archrivals to the Backstreet Boys – a boy band sensation from the 1990s coined the "Snackstreet Boys." The pseudo band's five members all dance and sing in sweet harmonies like any other boy band, but they are humorously dressed like Chex Mix pieces and have distinct personalities.
The campaign features an over-the-top music video parody of the Backstreet Boys megahit single "Everybody (Backstreet's Back)" entitled "Snackstreet's Back," "Sound Checks," a mockumentary-style history of the Snackstreet Boys, and much more. Debuting today, the all-new mockumentary video 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.
The campaign was inspired by the unique passion fans have for each of the snack's six individual pieces. Between corn Chex, wheat Chex, rye crisp, breadstick and pretzels, everyone has their favorite Chex Mix piece they grab out of the bag first.
"Everyone has a favorite member of their beloved '90s boy band, and we see similarities in the passion and strong opinions our fans have for the different pieces in each bag of Chex Mix. It's this passion for the pieces that inspired us to do something quite outrageous - create a fictitious boy band," said Betsy Koch, Senior Marketing Manager at General Mills. "This new campaign is deliciously fun, witty and all for our fans. We love their passion for our pieces, and raise them a bag."
All five 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 the Snackstreet Boys. The integrated campaign incudes cameos from other '90s music stars, including Jeff Timmons of 98 Degrees.
"We had an amazing time working with the Chex Mix team, and you'll see in the videos that we had a lot of fun with it," says AJ McLean, Backstreet Boys. "We've all been labeled as either the 'cute one' or the 'bad boy' for over twenty years, so the campaign concept around each piece having its own identity immediately clicked for us."
The "Snackstreet" campaign, created by Mindshare Entertainment in partnership with Above Average, will release more music videos, original songs and video shorts featuring the Backstreet Boys in the coming weeks. The campaign will also come to life on radio and digital through a partnership with iHeartMedia, online through content partnerships with Buzzfeed and Spotify, and through display and search advertising. Fans can keep up with the campaign by visiting Chex Mix's Facebook page or Chex Mix's YouTube channel.
Chex Mix is available for purchase at most grocery and convenience stores nationwide. To learn more about our delicious flavors, please visit ChexMix.com.
About General Mills
General Mills is a leading global food company that serves the world by making food people love. Its brands include Cheerios, Annie's, Yoplait, Nature Valley, Fiber One, Haagen-Dazs, Betty Crocker, Pillsbury, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2016 worldwide sales of US $17.6 billion, including the company's US $1.0 billion proportionate share of joint-venture net sales.
About Backstreet Boys
For 22 years the Backstreet Boys, one of the most successful groups in music history, has continually delivered the finest pop music one has to offer, making them one of pop's most influential performers. With countless #1s, record-setting tours, countless awards and worldwide sales in excess of 130 million, BSB has been recognized as the best-selling boy band in history. In 2013, BSB celebrated their 20th Anniversary with the release of the album In A World Like This, which saw the group receive a star on the legendary Hollywood Walk of Fame, perform for the President of the United States, and make an unforgettable appearance in the Seth Rogen hit film "This Is The End." Due to the overwhelming demand, the In A World Like This world tour was extended multiple times, amounting to what became the group's biggest tour in over 10 years. BSB are currently in the studio working on their next album. www.backstreetboys.com
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SOURCE Chex Mix
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