Kellogg's Rice Krispies Squares: The humble Krispies profitable transformation
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.