Kellogg Company: Snap, Crackle, And Pop campaign (1930s-1990s)

Robert Schnakenberg

Kellogg's Rice Krispies cereal has been "talking back" to consumers since 1926. The puffed-rice product was based on a unique cooking process in which tiny air bubbles were injected to produce a snapping, crackling, and popping sensation when the cereal was immersed in milk.

Kellogg Company: Snap, Crackle, And Pop campaign

Robert Schnakenberg

Overview

Kellogg's Rice Krispies cereal has been "talking back" to consumers since 1926. The puffed-rice product was based on a unique cooking process in which tiny air bubbles were injected to produce a snapping, crackling, and popping sensation when the cereal was immersed in milk. This quality and the appealing taste of crisped rice helped the brand grow into one of the most robust market performers in the extremely competitive cereal category.

Also instrumental in the brand's sustained growth was been an advertising campaign anchored for more than 50 years by...

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