RICE KRISPIES

WITH LEO BURNETT AND KELLOGG’S

“PRESS PLAY”

As creative leads for the Rice Krispies brand, my partner and I were tasked with creating kid-focused content for the first time in more than 20 years. Cool, right? Totally. Only one problem: kids weren’t asking for Rice Krispies because they couldn’t see what was so great about it.

Fair. But what if they could hear what was so great about it?

Armed with the unique snaps, crackles, and pops of our cereal - we turned our characters into a hit band.

Using the sounds of our cereal as a backdrop, we mixed a hit song and encouraged kids to sing along. Then, we treated Snap, Crackle, and Pop like true rock stars - booking interviews, and making extended cuts…

…then, we connected everything back to the cereal box with a back-of-pack experience that begins by scanning the box with a smartphone camera. From there, fans can listen to a podcast interview with the boys and sing-a-long to the official lyric video. Finally, we partnered with Spotify to create a quick quiz that (based on which band member you’re most like) generates a custom playlist to keep you jamming.