OPINION: It’s now Publicis’s turn to brand Ryvita

Good luck to Publicis, the umpteenth agency to be offered the poisoned chalice of promoting the healthy properties of Ryvita, the crispbread that looks like corrugated cardboard.

Good luck to Publicis, the umpteenth agency to be offered the

poisoned chalice of promoting the healthy properties of Ryvita, the

crispbread that looks like corrugated cardboard.



Many attempts have been made to bring the brand up to date but it has

remained timelocked in the 70s, stubbornly refusing to stray far from

the ’inch war’ advertising that brought it to fame. Will the persuasive

powers of Publicis bring about a change of mind? The odds don’t look

good.



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