After a 10-year campaign, the brand lost relevance and needed to be culturally revitalized in a way that spoke to today's Millennial mom.
Today’s mom values creativity for her child, yet she holds back from encouraging it because believes it will take a lot of time and effort to clean up (e.g. glitter guilt)
Offers a simple food that creates “blank canvas” for creativity
Positioned RK as a brand that believes creativity should be simple and accessible to all.
Reframed RK as a child’s “blank canvas” for limitless creative self-expression.
Rice Krispies. Imagine it. Make it.
Note: This was a multi-channel campaign that included TV, print and digital/social.