To announce McCormick®’s new products , we partnered with Hip-Hop icon and beatboxing pioneer Doug E. Fresh to release an original song and accompanying music video to celebrate two milestones - the brand’s first bottle redesign in nearly 40 years and the 50th anniversary of hip-hop. A Hip-Hop Hall of Fame inductee and BET Hip-Hop Awards Icon honoree, Fresh delivers an original song featuring bold, sizzling beats in the kitchen, the pop of the new SnapTight™ lid snapping, along with lyrics to savor.
The final video was accompanied by a culinary photoshoot for social channels, as well as teaser content to hype up the video, seen below.
