Usher confesses his love for Cheerios in new campaign

13 Nov


There’s no denying that breakfast is big business. We’ve just seen fashion designer Anya Hindmarch give Kellogg’s Tony the Tiger a grrreat makeover and Shoreditch is awaiting the launch of its first Cereal Killer Café next month.

So, it’s no surprise that celebrities are chewing their right arms off to be associated with the most important meal of the day – becoming part of everyone’s morning routine in the process. And, the king of R&B, Usher, is no exception.

He’s partnered with Cheerios and Walmart in the US to give away his latest track – Cluelesswith every box of Honey Nut Cheerios.

Just add milk
On the outside looking in, this brand partnership doesn’t seem to make any sense. 36-year old Usher, who has come a long way from his You Make Me Wanna days, doesn’t fit Cheerios’ target market – a cereal championed by a bee called Buzz.

But, once you’ve swallowed this fact and digested the promotional video that accompanies the PR and marketing stunt (don’t knock it before you’ve tried it – it’s already secured 820,000+ views), it becomes the entire reason why Usher has taken this on.

With super fans downloading One Direction and Justin Bieber tracks left, right and centre, how does an ‘experienced’ singer steal back sales and kudos? By ending up in the hands of millions of young digital eagles across the country, giving them a unique code to download a fresh track of course!

No added sugar
Essentially, it’s a win-win situation. Usher gets the downloads he needs ahead of an upcoming album launch and Cheerios gets to negotiate premium shelf space with Walmart, while producing some crunchy content for its communications channels.

But, how could this partnership develop in the long-term?

Free gift inside
Some ways that Cheerios could maximise its partnership with Usher include subtle branding in his next video; utilising his 9m+ followers by hosting a Twitter takeover and running a competition to meet the star himself; or creating a series of educational videos on the importance of breakfast with Usher’s children, linking in with Cheerios’ Family Breakfast Project.

So, it’s a good start, but there’s lots more Cheerios could be doing to transform this fleeting stunt into a considered campaign.

What do you think?


2 Responses to “Usher confesses his love for Cheerios in new campaign”

  1. Kimberly November 14, 2014 at 2:51 pm #

    Loved this post! I’ll admit, when I saw Usher dancing with Buzz in a commercial, I was a wee bit perplexed. However, I didn’t even realize that he had given away a free track with Cheerios. What a fantastic idea, if not a bit unorthodox for Usher’s brand. After all, not all of his songs are squeaky clean or family friendly. But this is a great lesson in rebranding one’s image as a celebrity.

    Also, hello – I wanted to introduce myself! I’m Kimberly – I found your blog via Twitter. I’m studying public relations in university (senior year, whoo!) and I just started my own blog this week: I’ve been looking to expand the amount of blogs I follow – and Prime Time is incredibly relevant to my interests. I’ll be looking forward to your blog posts showing up in my feed!

    ~ Kimberly

    • primetimeblog November 14, 2014 at 3:40 pm #

      Prime Time ed: So glad you like the post!

      Yes, it’s a not a natural fit is it? But, I’m sure Usher knows what he’s doing.

      Great job with the blog. If you ever want to write a post on here just let me know what you have in mind and I’ll promo it like the PR I am!

      All the best in your senior year.

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