Rice Krispies Treats Promo, Case study BLANK CANVAS by Leo Burnett Chicago

BLANK CANVAS

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Industry Bars
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Per Robert Jacobson
Art Director Anthony Cozzolino
Copywriter Christopher Giangreco
Released August 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: KELLOGG'S
Product/Service: RICE KRISPIES TREATS
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Aug 1 2010
Entrant Company: LEO BURNETT CHICAGO, USA
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Per Jacobson (Leo Burnett Chicago)
Copywriter: Christopher Giangreco (Leo Burnett Chicago)
Art Director: Anthony Cozzolino (Leo Burnett Chicago)
Account Director: Gina Broderick (Leo Burnett Chicago)
Account Director: Ryan Chambers (Leo Burnett Chicago)
Media placement: Rice Krispies Treats Packaging - Supermarkets - 1 August 2010

Insights, Strategy & the Idea
Parents already use Rice Krispies Treats as a way to put something a little special – a treat – in their children’s school lunches.

The Blank Canvas project is a highly innovative medium designed to create a unique interaction between the brand and the individual, generating mass participation.

Creative Execution
We used the packaging to create a one-to-one conversation between parents and their kids, A WORLD FIRST.

Kellogg’s Rice Krispies Treats transformed its iconic packaging, creating a space where parents could encourage, comfort, inspire, communicate and connect with their kids from afar with notes, doodles and reminders.

Each package became more than a functional wrapper, it served as a canvas for parents to express their love and support – and a chance to deepen relationships with their kids.

Results and Effectiveness

This connections strategy was an incredible success. Since the launch of the new packaging, 253 million packages have been sold, creating 253 million opportunities to create an incredibly strong, meaningful bond between parents and their kids.