Kellogg's Rice Krispies Launches Innovative Packaging for Visually-Impaired Kids
Kellogg's is taking its packaging up a notch with its new Rice Krispies Treats. The campaign all started back in the summer of 2017 with writable wrappers that encourage families to send their children to school with a note.
The black heart-shaped space allowed families to get creative with a message for their children unwrapping their lunch-time snacks. Now, the company is going one step further in its partnership with the National Federation of the Blind. Kellogg's launched its new "Love Note" Braille stickers and recordable audio boxes for its packaging, so that children who are blind can also enjoy the customizable messages from their family members.
"Rice Krispies Treats realized not every child is able to experience the written notes of encouragement on the writable wrappers," said Emily Minardi, associate marketing director of Rice Krispies Treats, to USA Today. "So we wanted to make these 'Love Notes' more accessible this back-to-school season."
The Braille stickers come with a sticker sheet that features eight positive phrases parents can choose from. And for those children that are visually-impaired but do not read Braille, there is a recordable audio box that plays a 10-second pre-recorded message that can be recorded over 1,000 times.
The meaning behind this new packaging is two-fold. The company also wanted to honor Kellogg's founder Keith Kellogg, who lost his eyesight in the last decade of his life.
We think it's a great idea for brands to consider more inclusive packaging for the visually-impaired. While it might not be easy to include a recorder with packaging orders, it seems like the inclusion of Braille labeling is a great start. Distributors working with their packaging clients should consider taking a page out of Kellogg's book.
To find out more, check out this video: