In a category filled with a lot of good old fashioned, Grandma-lovin’ pancake mixes, Krusteaz didn’t know where to fit in. Not to mention, a name that no one knew how to pronounce. What it did have was a unique, creative more modern personality compared to other brands. And we realized that women were looking for a brand that could feed their creativity. So we positioned Krusteaz as the fun-loving, modern pancake mix that could inspire creativity. Then, we came up with a tagline that solved that whole “hard to pronounce” problem.