Kellogg's Print ACTUAL SIZE by Leo Burnett London

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ACTUAL SIZE

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Industry Bars
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Leo Burnett London
Creative Director Don Bowen
Art Director Caroline Rawlings
Copywriter Chris Birch
Illustrator Mark Denton
Released July 2012

Awards

Eurobest 2012
Print Food Products Silver

Credits & Description

Category: Advertising Typography
Advertiser: KELLOGG'S
Product/Service: KELLOGG'S RICE KRISPIES SQUARES
Agency: LEO BURNETT LONDON
Ecd: Justin Tindall (Leo Burnett)
Creative Director: Don Bowen (Leo Burnett)
Art Director: Caroline Rawlings (Leo Burnett)
Copywriter: Chris Birch (Leo Burnett)
Designer: Mark Denton (Coy! Communications)
Illustrator: Mark Denton (Coy! Communications)
Planning Director: Olivia Heywood (Leo Burnett)
Account Director: Eric Schnabel (Leo Burnett)
Media placement: Poster - 6 sheets Nation wide - Sept 2011

Describe the brief from the client
To grow sales of ‘a kids brand’ by appealing to a target who were determined to reject childish things and to grow sales of ‘a Kellogg’s brand’ by becoming relevant beyond their traditional breakfast/morning heartland – and to do these two things at the same time.
The second instalment was to launch the new permanent flavour of Rice Krispies Squares, Rocky Road variant.

Describe the challenges and key objectives
Rice Krispies Squares, was considered to be a snack for kids. We had to make a ‘kiddy’ snack relevant to 17-24s - the most notoriously difficult age group to impress and resonate with. Especially as, in forming their own and group identities, they tend to outright reject things that are childish and ‘not for me’.

The second challenge was that RKS was clearly seen as a cereal bar and not a confectionery brand. We had to increase relevance of the brand against the target audience of young adults and ensure that RKS is well placed to compete with chocolate biscuits/confectionery.

Describe how you arrived at the final design
We wanted to find a distinct look and feel which reflected the Rice Krispies Squares Brand. We did this in two ways. Firstly by using the bright blue and bright yellow brand colours and secondly by reflecting the brand character - non- conformist, fun-seeking and humorous!

Give some indication of how successful the outcome was in the market

Following a really positive tracking response which highlighted that ‘It’s all lies’ is distinctive within the confectionery category and ownable by the RKS brand: ‘That’s refreshingly irreverent and cheeky…It’s a breath of fresh air’ and “The part that they’re not even square, means the brand comes across as not taking itself too seriously, and cheeky, RKS have also experienced a strong market performance.