Dive Summary:

• In an effort to attract health-conscious young mothers, a new ad campaign from Kellog Co.’s Rice Krispies brand will attempt to play up the popular breakfast cereal’s simple, easy to digest ingredients.
• The campaign, which will take place on TV, online and in print, avoids focusing on “Rice Krispies Treats,” the popular snack made from the cereal. The “treats” have been linked to the product in marketing efforts for decades.
• The ad campaign will depict children asking their young mothers to explain tough questions and contrast the difficulty of providing the answers with the easily digestible cereal.

From the article:

...Today's moms value "transparency, authenticity and simplicity" in food more than previous generations, says Doug VanDeVelde, senior vice president of marketing for morning foods at Kellogg. They are more aware of food allergies and the risk that food could give their children stomach aches or be too acidic, sugary or spicy, says Mr. VanDeVelde.​..