Rice Krispies Squares Hmmm to Mmmmm

Introduction

Rice Krispies Squares had an issue. It’s a snack bar made by a cereal company.
It looks heavy, but actually it’s very light. It’s called a Square but it’s actually a rectangle.

Our audience didn’t understand it, so they ignored it. Hmmm.

But when they tried it they loved it. Mmmmm.

CMW decided to turn the nation’s unimpressed Hmmms into lip-smacking Mmmms and at the same time brand Rice Krispies Square (RKS) as “A Taste of the Unexpected”.

Phase1

CMW kicked the campaign off with a national advertising campaign consisting of digital outdoor and press.

Students are RKS’s core audience, so CMW built an experiential booth and vending machine and took it round university campuses. Students were invited to deliver an unimpressed Hmmm to camera. The vending machine rewarded them with an RKS bar, and while they munched they watched their mouth distort into a giant lip-smacking Mmmm. Students loved it! They shared their Mmmms with their friends online, and on our Facebook gallery via the nifty ‘share’ facility in the booths.

In addition a digital advertising campaign directed people online. Here they could Hmmm to Mmmm themselves using their webcams. And best of all, we could then use our Mmmm’d up audience to re-populate the outdoor advertising with new images of the target audience participating with their Hmms to Mmmms and so thanking everyone for being part of the experience.