Kellogg’s is today launching a Rice Krispies Squares cinema advert to promote its Rocky Road flavour, continuing the ‘it’s all lies’ theme by claiming it is the first 3D cinema advert you can taste.
Created by glue Isobar, with planning by Carat, the 60 second advert will premier in the trailers of the new Men in Black film.
Sally Tribe, Rice Krispies Squares brand manager, said: “Innovation has been key to driving the success of Squares and we have invested over £3 million in advertising for 2012.
“We are always looking for ways to push the boundaries with this brand so taking it 3D seemed like a no brainer.
“Finding engaging ways to interact with shoppers adds real value to a product and this move will help bring thousands more people into the Squares brand.”
The ad claims that it uses “audio flavour technology” to let people taste the bar, and asks cinema goers to open their mouths and put their hand in the air when they can taste the product.