YOUR support is every child’s #1 school supply

how do you get parents to rE-think Rice Krispies Treats during back-to-school shopping? reinvent the packaging. customizable wrappers gave parents a chance to show their support at school and, in the process, gave Rice Krispies Treats an entirely new media strategy:

Not to mention double-digit sales growth + an Effie Gold.

A new media strategy is born!

For back-to-school season, we created a series of films that showed there’s no greater school supply than a parent's love and support. Particularly when it's wrapped around a school-safe sugar bomb.

As the first to use YouTube’s Director Mix (a video builder that allowed us to dynamically customize our packaging), we created over 100 contextual six-second ads.

YouTube ended up using our campaign as a case study, calling it best-in-class for brand and sales lift.

Which, you know, was nice.

Our Publicis team then partnered with Autism Speaks and the National Federation for the Blind to extended writeable wrappers for all children — braille, sensorial fabric, even a custom audio-recording container which worked the same as the original hand-written notes.