“Hey Tony” feat. JID

Turning an iconic Jingle into a hip hop single

Tony The Tiger has been a core part of American childhoods, uplifting kids since 1952. But today’s kids don’t know who Tony is, with a 30% dip in awareness and massive decline in consideration. So we didn’t reinvent Tony, we reintroduced him. In the place where teens already go for an uplift: music.

We partnered with Dreamville’s inspirational lyricist and Grammy nominated rapper JID to reimagine Tony’s iconic 1990s jingle “Hey Tony” into a modern hip hop single.

Then we launched it like a real song: on Spotify, Soundcloud, Apple music—with accompanying music video, lyric video, custom artist swag, and even with a live music performance of the song.

Giving Tony a meaningful relationship with a new generation and ensuring teens don’t just know who Tony is, they have his name saved on their playlists.

RESULTS:

1.5+ Billion earned + social impressions

100% key message penetration

1.1M+ streams on Spotify alone

Countless callouts by teens across America.