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For the last 15 years, Post’s Honey Bunches of Oats fluctuated between being number 1 and 3 in the US Hispanic cereal market. To stay on top, HBO knew it had to dig deep and find an innovative way to connect with the true spirit of Latinas and foment a place in their hearts.
We discovered that Latinas not only enjoy music for singing and dancing; they believe music has magical attributes of positive transformation. Most would also agree that waking up from a deep slumber to the tune of their favorite beat would SHAKE UP their morning routine.
But how could cereal help Latinas start each day with a SMILE?
Honey Bunches of Oats set out to connect with them through music and dance by transforming the Cereal box into a record label. As you pick up the box and shake it, the sounds take form of music, which inspired the creation a brand anthem.
In order to make this moment a hit with Latinas, Honey Bunches of Oats set out to discover the right musicians to bring this to life. Dominos Saints, an UNSIGNED duo, embodied the brand’s energy and spirit of positivity through their music. They inspired all Latina women to wake up, shake it and start each day with smile.