"This really is about multiplicity, we want to really surround people with this song, with this kind of rhyme-y technique," says Hunter Hindman, founder and chief creative, Argonaut, who says the work is in line with what the agency pitched to win the account.
Sales of Honey Bunches of Oats, Post Consumer Brands' top-seller, fell more than 4 percent in the 52 weeks ended Sept. 9, according to IRI. Still, the brand has a solid lead over most other cereals on the market. Honey Bunches of Oats was the 4th-largest seller during that 52-week period, trailing Cheerios (General Mills), Frosted Flakes (Kellogg) and Honey Nut Cheerios (General Mills).
Cheerios, Frosted Mini Wheats (Kellogg), and Fruity Pebbles (Post) were the only brands in the top 10 that posted sales gains in that period, IRI data show.