Title | VICTOR HUGO |
Brand | KELLOGG'S |
Product/Service | RICE KRISPIE SQUARES |
Category |
C05. POINT OF SALE |
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Credits
Justin Tindall |
Leo Burnett London |
Executive Creative Director |
Don Bowen |
Leo Burnett London |
Creative Director |
Ben Gough |
Leo Burnett London |
Copywriter/Art Director |
Graeme Bowman |
Leo Burnett London |
Copywriter/Art Director |
Ed Richards |
Leo Burnett London |
Agency Account Director |
Caroline Voller |
Leo Burnett London |
Agency Account Director |
Brief Explanation
Newsagents are particularly busy places. Hundreds of products. Hundreds of messages vying for your attention. Very little space. Very little dwell time.
The Brief
Increase awareness of Kellogg’s Rice Krispies Squares, in or around the point of sale, to young people aged 18-24.
How the final design was conceived
The solution was to grab attention on the outside of the store, rather than within, with humorous, on-brand fake Blue Plaques. The design and materials were chosen to perfectly replicate a genuine English Heritage blue plaque.
Indication of how successful the outcome was in the market
During this highly successful campaign brand awareness peaked and sales of Rice Krispies Squares increased by 131-152% - although it was during the annual Notting Hill Festival of Lies.