Kellogg's: Rice Krispies Scares haunted vending machine
Campaign details
Agency name: Boys and GirlsCategory: Innovative Idea or Concept and Product Launch/Relaunch/Trial campaignsCountry: Ireland
Background
In 2013, Kellogg's Rice Krispies Squares (RKS) were contending with aggressive competition within the confectionery category, with strong visibility and price-led offers from very well established and loved brands.
Base sales were down 22.3% year on year in the first half of 2013 (Source, Kellogg's Sales Data 2013).
As a snack that doesn't fit neatly into any frame of reference - it's not a chocolate bar, it's not a cereal bar...