Nelly partners with Honey Nut Cheerios

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Hip-Hop superstar Nelly has teamed up with Buzz the Bee, the iconic Honey Nut Cheerios character, for a new version of his hit song Ride Wit Me.

The ‘Must be the Honey’ remix is part of a bigger ad campaign which includes billboard, radio and digital adverts.

The Country Grammar rapper stars in a new commercial titled “Bee Got Swag” where he gives the cereal’s mascot “Buzz” a well needed makeover. Nelly’s 2001 hit ,“Ride Wit Me”, gets revisited and remixed to suit the breakfast cereal with a spokeswoman saying “all words have been changed to be all about the honey.”

According to Advertising Age, the partnership is slated to produce five different commercials, all of which have acclaimed director Hype Williams at the helm. Billboards, radio, and digital ads will all be rolled out to support the campaign as well.

The campaign looks to ‘spread the honey’ and remind everyone to celebrate happy moments in life. Consumers are invited to share their own ‘must be the honey’ moments via Twitter, Instagram and Tumblr using #MustBeTheHoney.

Nelly has performed with Southern hip hop group St. Lunatics since 1993 and signed to Universal Records in 1999. Under Universal, Nelly began his solo career in 2000 with his debut album Country Grammar, the title track of which was a top ten hit. The album debuted at number three on the Billboard 200 and went on to peak at number one. Country Grammar is Nelly’s best-selling album to date, selling over 8.4 million copies in the United States.

His following album, Nellyville, produced the number-one hits “Hot in Herre” and “Dilemma” (featuring Kelly Rowland). Other singles included “Work It” (featuring Justin Timberlake), “Air Force Ones” (featuring Murphy Lee and St. Lunatics), “Pimp Juice” and “#1”.

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