On 5th April 2012, seven of the UK’s largest water companies imposed a hosepipe ban due to severely low levels of rainfall in the country – predominately in the south-east and in East Anglia. And, with the weather attempting to evoke a sense of British irony, a deluge was summoned. And it isn’t over yet.
We’ve had some of the wettest days, weeks and months on record all adding appropriate scorn to the ‘We Are In Drought’ awareness posters adorning London buses and billboards. However, in the malaise comes great opportunity. Kellogg’s Rice Krispies breakfast cereal has come to the rescue of bored children confined to their homes this summer with a very simple marketing solution: packaging that you can colour in.
This idea has been wonderfully examined in their latest advertisement created by Leo Burnett. It’s beautifully shot, wonderfully directed and promoting it as a ‘Rescue Pack’ is brilliant. Further, this idea seems to tie into the brands identity in a much more clever way. The cereal is famously used by children in homes and schools around the world to make ‘Rice Krispies Chocolate Cakes’ – another perfect pastime to while away the wet and windy day of any weary child. Building into this human truth the notion of the product being a ‘Rescue Pack’ is a simple but elegant way of heightening the importance of the brand amongst its audience and topping off what is a very lovely piece of work.