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Creative

The Meow Mix Jingle Has Been Remixed by Sassy Felines Singing Soulful R&B

Publicis Groupe’s PSOne gives the iconic jingle a modern makeover

The Meow Mix Jingle Has Been Remixed by Sassy Felines Singing Soulful R&B

Meow Mix is reimagining its iconic, addictive jingle with a twist for today’s music and cat fans. This week, a new feline-focused broadcast video introduces the legacy jingle in a modern remix. The soulful R&B version introduces us to Chanteuse ‘Luna’, who in true Diva-style even has a litter box full of diamonds. Dropping soon after is a country version, ‘Heart & Paws’, purrrfectly evocative of Nashville’s best and featuring an original heartfelt, melancholy country ballad.

The ‘Meow ReMix’ music tracks also feature the Latin version ‘Gatocito’ and the Metal mix, ‘Endless Hiss'. All four music tracks will be available on meowmix.com, Spotify and YouTube, and are sure to have a whole new generation of fans meowing along.

The campaign is the first creative work for the Meow Mix brand from PSOne, the Publicis Groupe’s Power of One team, a bespoke solution for The J.M. Smucker Company. Additional campaign elements include online, digital radio, social, and a devoted campaign landing page at meowmix.com.

“The Meow Mix jingle has always provided a soundtrack to the relationship we have with our feline friends,” said Ryan Thomas, vice president of cat marketing at The J.M. Smucker Company. “At Meow Mix, we have a rich heritage of understanding what cats want and we’re excited to share with the world this new, addictive creative work.”

“We’re thrilled to debut Meow ReMix, a campaign designed to revitalise an iconic jingle,” said Dave Latta, consumer engagement group lead at The J.M. Smucker Company. “One simple word delivered with an updated twist, delivers so much meaning, and we’re excited to share our passion for Meow Mix in the form of this new creative work.”

“The chance to work with my all-time favourite cat bands was too much to pass up,” stated Andy Bird, CCO, PSOne. “Actually you’d be surprised by how many musicians were influenced by the original Meow Mix jingle. I mean, if you even listen to German 1970s psyche-electronica, the jingle is right there too.”

“Meow Mix gave us a huge creative gift with their classic jingle. They simply asked us to make it famous, once again,” stated Jason Gorman, executive creative director, PSOne. “Cat lovers and music fans are both incredibly passionate, so why not marry two passion-driven fandoms and give everyone something really fresh and memorable.”


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Client

Client: The J.M. Smucker Company

Brand: Meow Mix

Campaign Title: Meow ReMix

Agency

Agency: PSOne

Chief Creative Officer: Andy Bird

Executive Creative Director: Jason Gorman

Associate Creative Director, Art: Shaun Bruce

Associate Creative Director, Copy: Tim Wassler

EVP, Director of Integrated Production: Jenny Read

Executive Producer: Lauren Schneidmuller

Producer: Rachel Tierney

Music Producer: Rachel Rauch

Group Account Director: Gina Leone

Account Supervisor: Rebecca Harris

Production

PRODUCTION COMPANY: Supply&Demand

Director: Joseph Kahn

Director of Photography: David Weldon, Jr.

Executive Producers: Nathan de la Rionda / Tim Case / Jeff Scruton

Producer: Ron Mohrhoff

Edit

EDITORIAL COMPANY: Cosmo Street

Editor: Chancler Haynes

Assistant Editor: Kyle Moriarty

Executive Producer: Maura Woodward

Senior Producer: Paolo Solarte

VFX

VFX: GloriaFX

Executive VFX Producer / VFX Supervisor: Sergii Mashevskyi

2D Department: Marina Fedorova

3D Supervisor: Viktor Bohdan

3D Artists: Evhenii Volodchenkov, Aleksei Yvanenko, Aleksandr Kolisnichenko, Dmitryi Kolot, Eduard Martynov, Andrei Nezolenko, Vytalyi Rohachynskyi, Aleksei Sliusar, Serhei Churykov, Nastia Sheremeteva

VFX Supervisor: Oleh Hrubyi

Compositing Artists: Edhar Beimo, Oleh Bohovenko, Olha Eremenok, Elina Kazymahomedova, Tatiana Kliuchyk, Karina Kuzmickaya, Arsen Lytvynenko, Arsenyi Parkhomenko, Aleksei Proskurov, Anna Rybakova, Alena Sydorova, Dmytryi Fedoseenkov

Colour

COLOR: Company 3

Colorist: Tom Poole

Color Producer: Alexandra Lubrano

Audio

AUDIO: Harbor Picture Company

Audio Mixer: Steve Perski

Producer: Cammie Mcgarry

Music

MUSIC: Human

Executive Producer: James Wells

Country/R&B Creative Lead: Justin Hori

Country ReMix Composer: Jonathan Hubbell

R&B and Latin ReMix Composer: Ed Dunne

Metal/Latin Creative Lead: Matthew O’Malley

Metal Remix Composers: James Leibow & James Dean Wells

Category: Home , Pet Supplies

Genre: Musical