Cornering
a new
audience
KELLOGG’S RICE KRISPIES SQUARES CASH CALLS
Cornering
a new
audience
KELLOGG’S RICE KRISPIES SQUARES CASH CALLS
KELLOGG’S RICE KRISPIES SQUARES CASH CALLS
A must-have in little ones’ lunchboxes, Rice Krispie Squares had the younger market cornered. But when research showed that the more lucrative 16-24 year-old audience saw it as a brand for ‘kids’, they needed a credible and creative way to change perceptions.
We turned an ordinary daily prize draw into something goofy yet grown up and used cash to capture shoppers’ attention. With entrants receiving a live “Truth or Lies” call from the “It’s All Lies” Call Centre and winners finding £100 in their bank within 48hours, we drove sales and WOM in equal measure.
Designed to work hard in convenience, a key channel for our target audience, and also appeal to gatekeeper mums, our POS achieved unprecedented cut-through.
Sales increase in Convenience
Growth across single packs
Of 16 y/o reached through WOM
Consumer entries in 12 weeks
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