Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Date: newest first
Date: oldest first
Kellogg's Rice Krispies Squares: The humble Krispies profitable transformation
Includes video content
Recommended by Warc editors
Institute of Advertising Practitioners in Ireland, Gold, AdFx Awards, 2010
Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar.
Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar. The product was competing in a difficult confectionery market and suffered from lack of brand name awareness, packaging recognition and understanding of the product proposition. In response, a campaign in the Irish Republic sought to draw on the heritage of the homemade 'Rice Krispie Bun' that was synonymous with growing-up by branding the Squares product as a Rice Krispie Bun in a portable bar. The initial campaign involved an animation of a Rice Krispie Bun being converted into the Bar and was promoted on TV, outdoor and in cinemas. This was followed up by advertisements which promoted new variants of the Squares product, personifying the individual 'Krispies' and demonstrating how they long to be in the 'Square' product. Over the 4 years which the campaign ran, the ROI was an average of 44.25% per year.
YOU ARE IN THE WARC INDEX:
Cross-media and multimedia effects
Media data fusion
Media research trends
Passive and portable peoplemeters
Proprietary media surveys and panels
Quality of exposure, media engagement
Single-source media data
Planning and buying
Channel planning, media mix selection
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the