Reinforce Rice Krispies Treats as a sweet snack that parents feel good about giving to their children.

We used the packaging to create a one-to-one conversation between parents and their kids, A WORLD FIRST.Kellogg’s Rice Krispies Treats transformed its iconic packaging, creating a space where parents could encourage, comfort, inspire, communicate and connect with their kids from afar with notes, doodles and reminders.Each package became more than a functional wrapper, it served as a canvas for parents to express their love and support – and a chance to deepen relationships with their kids.

This connections strategy was an incredible success. Since the launch of the new packaging, 253 million packages have been sold, creating 253 million opportunities to create an incredibly strong, meaningful bond between parents and their kids.