Lion Cereal may contain wholegrains but it is based on a popular chocolate bar. It doesn’t fit convincingly into the health food category. Instead agency, Mother, has given the cereal its own appeal, tying it up in the inspiring idea of approaching everyday things in a way that’s bigger and bolder. Mother and Lion Cereal call this the Lion Style.
Last year, Lion Cereal launched Eau de Lion, a scent that brought the cereal’s chocolate and caramel undertones to the fore. Now it has launched a pan-European hunt for Europe’s brightest and best musical talent, aka the King of the Jingle.
The task for Europe’s musical talent is to create a new Lion Cereal jingle, one that is “the fitting tribute to the distinctive chocolate, caramel and crunch of Lion Cereal, able to live up to the King of the Jungle moniker – perhaps even bringing quality jingles back into the musical mainstream.”
The search is underway across Europe, from Russia to France. Nine artists have already recorded jingles covering an eclectic range of music genres. All are united by the signature lyrics, It’s chocolate, caramel, crunchy. It’s breakfast cereal Lion Style.
In the process, Lion Cereal jingles are being blasted across social media.
The campaign will feature TV, radio and social media advertising to encourage more to share their cereal-inspired sound on social media, including Instagram Reels, with the hashtag, #KingoftheJingle. The initial nine jingles have also been pressed into a limited-edition vinyl, as competition prizes for true music connoisseurs.
Bérengère Chalvon Demersay of Cereal Partners Worldwide, stated, “We’re always looking at new ways to inspire, to entertain our consumers and show off our bold personality. With this campaign, we’re inviting our fans to combine two of their greatest loves; LION Cereals and music. We’re encouraging them to be brave, get creative and unleash their greatness as they hit the digital stage and show us what they’re made of. We can’t wait to hear what they come up with. It’s the perfect way to Live Lion Style, Listen Lion Style.”
Credits:
Client: Cereal Partners Worldwide
Agency: Mother
Creative: Mother
Strategy: Mother
Production Company: Blinkink
Director: Chris Bristow
Executive Producer: Bart Yates
Producer: Georgina Fillmore
Production Manager: Sandy Liddle
Casting: Hammond & Cox
DOP: Stefan Yap
Art Director: David Hamilton
Wardrobe: Natalie Wilkins
Editor: Ryan Beck @ Final Cut
Post: Coffee & TV
Music Supervision: Major Tom
