Quaker is teaming up with teen pop group Boyzone in the latest ad for its flagship brand Sugar Puffs.
The ad shows the cereal’s famous Honey Monster take to the stage at Wembley Arena as a new member of the band. Boyzone perform one of their dance songs, which may be released later this year.
Jeff Cowell, commercial director for Quaker UK, says: “Boyzone were already working on a song which they allowed us to use in our advertising.
“The ad is principally aimed at kids. Our core market is probably six to ten-year-olds but we think it will have a very wide appeal.”
The ad, through Young & Rubicam, is expected to break this summer. The agency’s last campaign for Sugar Puffs featured Newcastle football manager Kevin Keegan, and prompted a Sugar Puffs boycott among Sunderland FC supporters.
Y&R, which already handled Sugar Puffs, picked up Quaker’s entire 7m account in January.