Cat Street's Back in Meow Mix Cat Food's '90s Nostalgia Spot

Meow Mix, the wet cat food cats ask for by name, today launches the latest iteration of its Remix campaign. While the original debuted in 1974, the brand has remixed the classic song in the style of different music genres. Now, the brand is tapping into 90’s nostalgia with a boy band remix for its wet food product. The new spot features the catchy harmonies of Meow Mix’s latest remix artists, the TABBY 5 – a cat boy band – performing in a classic '90s-style music video complete with choreography, rain, and cameo from JC Chasez of NSYNC fame.  

This is the latest work for Meow Mix by Publicis’ PS ONE. The campaign was creatively led by BBH US. In addition to the TV spot, which will air on launch day during America’s Got Talent, the work will appear across digital and social – with executions including a TikTok duet video where JC Chasez invites viewers to sing along with the band, further cementing the brand as a musical influence in popular culture.

“We couldn’t be more excited to release the latest instalment of our Meow ReMix campaign” said Peter Defries, GCD of BBH USA. “When we were tasked with launching the wet-food range, there was only one genre that could really bring it to life – The rain-soaked boybands of the '90s. And when JC Chasez came on board, we knew we were sitting on another hit.”

“Our latest campaign honours Meow Mix’s storied heritage while also bringing new cultural relevancy to the brand,” said Gail Hollander, Chief Marketing Officer of JM Smucker’s. “In a market where there are seemingly endless choices for cat food, this latest work from PS ONE enables Meow Mix to break through the clutter and reminds today’s pet parents that Meow Mix has stood the test of time as ‘the wet cat food cats ask for by name’.”