Cheerios looking for its own voice in Quebec

January 22, 2013  |  Caroline Fortin  |  Comments

General Mills’ Cheerios brand has partnered with Quebec’s TVA network to find the ”most beautiful, 65+ voice in Québec.”

Sunday night was the TVA’s launch of La Voix, a Quebec adaptation of the talent-search program The Voice (which more than 2.5 million people watched, according to BBM Canada). Cheerios and its agency Cossette seized the opportunity to launch a contest.

A co-branded TV spot featuring popular pop singer Annie Villeneuve invited amateur singers over the age of 65 to audition for the contest. The prize: an on-stage performance with Villeneuve in March alongside the Jeune de Chœur Choir, a choir of Quebecers over the age of 70.

”It’s never too late to become a star,” says the spot.

”By targeting Quebecers over 65, the campaign wants to show that this part of the public is still energetic and that, because of they’re young at heart, they can inspire their children and grandchildren to stay active,” said Guillaume Bérubé, PR counsellor at Citizen Optimum. “It’s also in line with one of Cheerios’s goals, which is to lower cholesterol.”

A microsite hosted on TVA’s website will accept submissions until Feb. 13. Three finalists will then be determined by a jury, and the public will vote for its favourite. For each vote, Cheerios will donate one dollar to charities dedicated to improve Quebecers’ heart health.

The winner will be announced March 17th.

”Our creative content strategy, with this choir and Annie Villeneuve, is to send a message full of vitality and hope to Quebecers of all ages,” said Antoine Bécotte, vice-president and chief creative officer at Cossette, in a release.

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