Kellogg's: Rice Krispies Scares haunted vending machine

This case study explains how Kellogg's Rice Krispies Squares (RKS) capitalised on Halloween celebrations in Ireland by creating a memorable brand experience that would engage its target market of 16 to 24-year-old "Kidults".

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...

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