creative campaigns: Staying Power

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Burnett sticks to the story for Rice Krispie Treats
When the Kellogg Co. decided to shift the focus of its advertising for prepackaged Rice Krispie Treats from moms and kids to teens, the creative team at Leo Burnett knew they’d be making a dramatic shift in how to portray the product.
“You already know they taste good,” says copywriter Desmond LaVelle. “So we hit upon the idea of having some alternate uses.”
But the plan didn’t come together until the agency took the idea to a teen focus group.





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