• by Fern Siegel , July 26, 2023

Meow Mix had kicked off its latest version of its decades-long Remix campaign.

PS One is the agency for The J.M. Smucker Co. the brand’s parent company. The campaign was creatively led by BBH.

While the original work debuted in 1974, the spot’s jingle as been revamped.  

In the new ad, “Meow Remix, Tabby 5” a feline boy band perform, complete with choreography, rain and a cameo from JC Chasez who gained attention as a member of the boy band NSYNC.

“Tabby 5” will be in ad rotation for at least the next 12 months.

In addition to the TV spot, the work will appear across digital and social, including a TikTok duet video where JC Chasez invites viewers to sing along with the band.

The creative include a 30 Second Spot , JC Chasez “Listening” Social Video and  JC Chasez “Burning Questions” Social Video.

“Our latest campaign honors Meow Mix’s storied heritage while also bringing new cultural relevancy to the brand,” said Gail Hollander, Chief Marketing Officer of JM Smucker’s.

“In a market where there are seemingly endless choices for cat food, this latest work from PS One enables Meow Mix to break through the clutter.”