Cheerios "Good Goes Round"
Agency: 72 & Sunny
The Ask: Create a brand anthem that can live across multiple spots and support a campaign's music identity. The agency wrote lyrics and wanted something in a hiphop(ish) style. The song needed to focus on being simple, authentic, fun, but not saccharine. Needed to appeal to the parent's demographic as well as kids.
Original budget and rights: $30K for main anthem, $30K for Honey Nut Version (different vibe but same melody), and $20K for a kids version - 1 year, broadcast, N. America
The Process: Music was going to be a huge part of this new campaign so we had a fair amount of time and everything was under the microscope. We ultimately made around 75 options over 10 rounds and ended up landing on the final song with a Boston based rapper Latrell James. We honed this version even further and ended up doing the final recording in Boston with the agency creative team, Latrell and me. We got to work together to really fine tune all the vocal inflections and the final product turned out beautifully.
Full article about the process: https://blog.generalmills.com/2017/06/the-voice-behind-good-goes-round/
The Result: The brand client ended up liking the song so much they opted to purchase it outright for a larger sum. Since then there have been many versions created and the client got to recoup some of that music budget through backend publishing royalties. The original anthem spot ended up winning a Bronze CLIO Award for "Best Use of Original Music".