Quaker wants people to know that they aren't just oats, they're healthy, light rice snacks too. So to drive home the fact that it's rice, I knew we had to put RICE in the tagline itself. And why not make it a pun just to be sure people remember it? So the clients chose my line "the Rice Thing to Do," then we decided to create a memorable character to deliver all the product attributes and client-mandated points engagingly.