MUSE Gold

2024

Cheez-It Aged By Audio

Entrant Company

Studio Resonate - SiriusXM Media

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Cheez-It

Country / Region

United States

It's one thing to use music to drive an advertising campaign. It’s another to use music to change the advertised product at a molecular level. Studio Resonate, Pandora, and Leo Burnett did both, leaning into psychoacoustics and microbiology to help create “Aged By Audio” for Cheez-It, a campaign where music was used in both the creation and the marketing of a unique snack. We designed a scientific process that allowed us to “sonically age” cheese with hip-hop music, producing a cheese that was noticeably different in aroma, flavor, and finish. Our hip-hop infused cheese was used to create limited edition boxes of Cheez-It, sold on a microsite with an accompanying playlist, and launched with the help of rapper/radio personality Sway Calloway. We smashed previous earned media and social influencer stats, amplifying the story about our tasty blend of sound science and sound art and selling out of the limited-edition boxes of the hip-hop infused Cheez-It in a matter of weeks - though rumor has it that you can still buy a box or two for $150 on eBay. In the end, our “Aged By Audio” campaign gave hip-hop fans a chance to hear, and taste, the music with a truly first-of-its-kind snack.

Credits

Vice President, Creative / Studio Resonate, SiriusXM Media
Casey Baker
Group Creative Director / Studio Resonate, SiriusXM Media
Chelsea Campbell
Sonic Strategy Director / Studio Resonate, SiriusXM Media
Steve Keller
Sr. Manager, Sonic Strategy / Studio Resonate, SiriusXM Media
Brian Ostreicher
VP, Music Programming / Pandora
Joshua “J1” Raiford
Associate Director, Partnerships & Experiential Marketing / SiriusXM Media
Gabrielle Ziegler
Sr. Director, Marketing / Kellogg’s North America
Erin Storm
Brand Manager / Kellogg’s North America
Matt Scholtens
Director, Experience Planning / Kellogg’s North America
Diane Sayler
Executive Creative Director / Leo Burnett
Rick Hamann
SVP, Creative Director / Leo Burnett
Michael Shirley
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