In 2004, the company committed itself to a redesign of its entire packaging line that tied the packaging into its irreverent advertising campaign created by Crispin, Porter + Bogusky. Each product's packaging included a tongue-in-cheek commentary about the product itself. Alex Bogusky, partner and executive creative director of CP+B, stated that BK decided "to create a dialogue with the consumer" by utilizing the large areas of white space found on its packaging at the time. All of its sandwich wrappers, cartons, tray liners, bags, breakfast platters, chili cups, condiments, and regional product packaging received what was described as "quirky ad copy" specifically targeting the 18–34-year-old male demographic segment. Besides the humorous commentary, the company also created sniglet-type names for things that would appear in its products, such as a "ringer" – a single onion ring that had been accidentally included in an order of fries.