CLIENT
The Kellogg Company
Kim Miller, VP-Morning Foods
Yuvraj Aroroa, Assoc. Dir.
Karl Miller, Sr. Brand Mgr.
Ananta Engineer, Sr. Mgr.-Mkt. Rsch.
AGENCY
Craig Barnard, Sr. VP-Exec. Creative Dir.
Chris Julcher, VP-Creative Dir.
Jill Gray, Acct. Dir.
Megan van Someren, Sr. VP-Planning Dir.
Starcom MediaVest Group
Trina Potter, Assoc. Media Dir.
Leigh Godin, Media Assoc.
Biggs-Gilmore
SUMMARY
With growing pressure from an already noisy category, the only cereal that talks realized that perhaps it was talking to the wrong people. Research uncovered a strong but latent affinity for Rice Krispies, especially among moms, who had fond memories of listening to the Snap! Crackle! and Pop! of the cereal, or of making Rice Krispies treats with their own moms. The new campaign targets moms, reminding them that all it takes is a bowl of Rice Krispies to spark a simple, meaningful moment of connection with their kids.
