Chili's Serves Up '90s Nostalgia: Boyz II Men Resurrects the Baby Back Ribs Jingle
Chili's Grill & Bar is orchestrating a flavorful reunion of '90s vibes as it resurrects its iconic Baby Back Ribs jingle with a soulful twist by Grammy-winning artists Boyz II Men. In a clever marketing move, Chili's is not only bringing the beloved jingle into the TikTok era but also offering limited-edition merchandise, including a vinyl recording of the rendition and a nostalgic tour T-shirt.
The harmonious collaboration with Boyz II Men aims to blend the old and the new, leveraging TikTok as a platform to encourage users to duet the revamped jingle and integrate it into their Spotify playlists. This strategic move not only taps into the wave of '90s nostalgia but also aligns with Chili's efforts to engage with Gen Z, who, despite expressing a preference for fast food, presents a challenge for casual dining establishments.
Playing on a historical misconception that Boyz II Men may have been the original voices behind the Chili's jingle, the marketing campaign takes a playful approach. In a new spot, Boyz II Men is seen at Chili's, playfully debating the tall tale before succumbing to the familiar "I want my baby back, baby back, baby back..." refrain. The ad, set to air on various platforms through November, cleverly combines humor, nostalgia, and the smooth harmonies Boyz II Men is renowned for.
George Felix, Chili's CMO, spearheaded this effort, recognizing the potency of blending a signature piece of branding with the resonance of '90s musical nostalgia. The collaboration was brought to life with the assistance of agency Mischief and media handling by Dentsu X.
While Chili's rekindles the flame with its musical past, this inventive marketing move aligns with a recent trend where brands leverage iconic jingles and collaborate with music legends to bridge the gap between generations, creating a unique symphony of brand identity that resonates across various demographics. As the harmonies of Boyz II Men breathe new life into the familiar refrain, Chili's not only reinvents its jingle but serves up a delightful blend of nostalgia and contemporary engagement.