'What we didn't want to do is build a brand for kids that told them they were kids'
Ruckus and Co. lunchbox smoothies for kids were developed by the SnackFutures innovation hub at Mondelēz International, with the R&D and culinary expertise of CCD Innovation and the creative guidance of Interact Boulder, said Interact creative director Fred Hart (pictured left): "The tough part is we have two audiences that we have to speak to at the same time.
"We have parents who are gatekeepers to the home and need to understand the proposition, and secondly, kids that absolutely have to live the brand. They're the ones that experience it and bring it to school."