Honey Bunches of Oats launches 'Positive Mix' campaign

NEW YORK — Honey Bunches of Oats has launched a national campaign that "aligns the brand's spirit of positivity with the uplifting power of music."

The multiplatform "Positive Mix" campaign includes exclusive category integration in the 2012 Latin Grammy Street Parties, now celebrating its 10th year. The six-city cross-country festival will lead up to the Annual Latin Grammy Awards telecast on Nov. 15 in Las Vegas. The festival kicked off Sept. 30 in Chicago, where Honey Bunches of Oats interacted with consumers. The festival continues to the top Hispanic communities across the country making stops in Houston, Dallas, Los Angeles, San Jose, Calif., and finishing the celebration in Miami on Nov. 4.

"Music has been key for Honey Bunches of Oats to successfully form an emotional connection with our Latina consumer and ignite her 'chispa' or 'spark.' The perfect evolution to our marketing plans recently has been our strategic partnership with Prince Royce and our sponsorship of the Latin Grammy Street Parties, leading to the biggest night in Latin music — the Latin Grammy Awards. We strongly believe this program is the ideal forum for Honey Bunches of Oats to further connect with our consumers in a relevant and exciting way during a very busy pop culture time period of the year," said Mike Foley, brand manager for U.S. Hispanic and export at Post Foods.