Kellogg's Rice Krispies: The Effect of a New Creative Execution

Jeremy Elliot

1978-80 campaign for Rice Krispies, to revitalise the brand. Need to make the brand more highly valued; it had slipped to becoming a `secondary purchase' for many consumers.
Agency: J Walter ThompsonAuthor: Jeremy Elliot

Kellogg's Rice Krispies: The Effect of a New Creative Execution

BUSINESS BACKGROUND

Rice Krispies has been a major brand in the breakfast cereal market since it was first launched in the UK in 1929 - long enough to have been a part of most shoppers' own childhood. Its crisp puffs of toasted rice have a unique appeal to children: in a description made famous by advertising, they go 'Snap, Crackle, Pop' in milk.

The product itself is very light, so its average retail price per kilogram is about 50% higher...

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