RICE KRISPIES - MOMENTS THAT SNAP, CRACKLE & POP!
After positioning Rice Krispies as a recipe brand for several years, moms’ perception of Rice Krispies cereal began to shift. Moms started to believe that the cereal itself was sugary and sweet like Rice Krispies Treats, and not a simple, wholesome breakfast option. To change this perception, we wanted to remind moms of the simple goodness of Rice Krispies, and show her that the only cereal that talks can bring all kinds of fun moments to the breakfast table.
JUDGE’S NOTE: Unfortunately, this social campaign is no longer able to be viewed on Facebook. Therefore, for the purposes of judging, we have submitted a case study video that shows an overview of the social campaign.