Agency: J Walter Thompson | Author: 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...