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