Chili’s, the renowned restaurant chain, is stirring up ’90s nostalgia by remixing its famous Baby Back Ribs jingle in collaboration with the iconic R&B group Boyz II Men. This marketing strategy taps into a long-standing misconception that Boyz II Men originally performed the jingle known for its catchy “I want my baby back, baby back, baby back…” chorus.
In a newly released commercial, Boyz II Men are featured enjoying a meal at Chili’s, playfully debating their alleged connection to the jingle, only to break into a harmonious rendition of the song under dramatic stage lighting. The ad, showcasing their smooth vocal styles and coordinated white outfits, aims to refresh the jingle for today’s audience.
This campaign extends beyond traditional advertising to engage the TikTok community, inviting Gen Z users to create their duets with the remixed jingle. Gen Z, who grew up in the ’90s, is a key demographic for Chili’s, which seeks to bridge the gap between fast food preferences and casual dining experiences.
Chili’s innovative approach to reimagining a classic jingle with Boyz II Men reflects a keen understanding of the power of nostalgia in marketing. By blending a familiar tune with modern social media trends, the campaign not only honors its heritage but also connects with a younger, digitally-savvy audience. This strategy could be a blueprint for other brands looking to revitalize their classic elements for the digital era.