Post Food’s Honey Bunches of Oats on El Tour Positivo de Unvision.

Post Food’s Honey Bunches of Oats for the second straight year partners with Univision Communications Inc. in a national music-driven multimedia campaign that will launch this February. The lynchpin of the culturally relevant 360-degree promotional campaign will be “El Tour Positivo” — a multi-city Honey Bunches of Oats branded concert series taking place in key markets throughout the U.S. that will be produced by Univision, along with branded original content that will air concurrently on Univision Network, UniMás and Galavisión and promoted on Univision Radio in each market. Each concert will be featuring some of the top Latin artists in the industry.
 
The campaign will harness the power of music while leveraging several of Univision’s platforms and programs, including the 25th annual edition of “Premio Lo Nuestro,” the longest running and most popular Latin music awards show in the United States. During the three-hour broadcast, airing live from Miami on February 21, Mexican heartthrob Aarón Díaz (star of Univision’s popular novelas “Teresa” and “El Talismán”) will launch the campaign from the award show’s red carpet with a live interview and followed by a 30-second vignette providing information regarding a national sweepstakes to win a trip to Miami, a meet-and-greet with Aaron Diaz and tickets to the “Premios Juventud” Youth Awards.  The sweepstakes will be featured on over 4 million Honey Bunches of Oats Honey Roasted and Almond cereal boxes throughout the country.
 
“A major passion point for Hispanics, music keeps our audiences connected to their identity and culture,” Keith Turner, president of Sales and Marketing, Univision Communications Inc. “We look forward to working with Post Foods to engage Hispanic consumers around what moves them physically and emotionally – their love of music.”  
 
“We are very excited to have partnered with Univision, Aaron Diaz and other top Latin talent and tie to two of the largest Latin music awards shows in the U.S. The program ties back to the essence of Honey Bunches of Oats and leverages the emotional connections to our Latina consumer and music,” Mike Foley, brand manager U.S. Hispanic & Export, Post Foods, LLC.
 
The grand prize sweepstakes winner will receive two roundtrip flights to the Miami concert, as well as tickets to the “Premio Juventud” Youth Awards, an opportunity to meet Aarón Díaz – serving as the Honey Bunches of Oats promotion’s brand ambassador – a celebrity breakfast experience on Univision’s Network’s popular daily morning show “Despierta América” (Wake-Up America), a $500 gift card, and a brunch tied to meeting up-and-coming music talent appearing at the 10th annual “Premios Juventud” show in Miami this summer.  One hundred first prize winners will receive either cash prizes of various denominations or a one-year supply of Honey Bunches of Oats. Univision Radio will add additional promotional support to the campaign.
 
Additionally, supporting the campaign will be Univision-produced content that will feature a call to action, encouraging viewers to go online to win tickets to the tour and to register to win a VIP experience at “Premios Juventud.” As well, Post Honey Bunches of Oats will utilize the likeness of brand ambassador Aarón Díaz on boxes of Honey Bunches of Oats.  Logos for both “Premios Juventud” and Univision will be featured on the cereal boxes and also on branded in-store displays.

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