LOVE NOTES

The Challenge

In 2017, Rice Krispies Treats introduced new package design where parents could write notes to their children. In 2018, the brand worked with the National Federation of the Blind to create similar Love Notes in the form of Braille stickers, which came with re-recordable audio boxes so kids with blindness or low vision could hear their parents’ personalized audio messages. Both activations created tremendous lift in brand equity, and the challenge was to capitalize on and continue the success of the two prior Love Notes campaigns.

The Idea

Between 2008 and 2018 there was nearly an 100% increase in U.S. children (8 years of age) diagnosed with Autism Spectrum Disorder. Children with autism are six times more likely to experience significant school distress, so it only made sense to expand the execution to this demographic, as inclusivity was at the heart of ‘Love Notes’.  We worked with Autism Speaks to develop sensory stickers. The stickers feature soft, smooth and bumpy textures – including fleece, faux fur, satin and velour – providing tactile experiences that may help children with autism self soothe. Now even more kids will be able to feel the love from home this fall with the new sensory Love Notes.

Execution

Digital, Social