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Kellogg's Special K
The Protein Effect

RAN IN: United States

CLIENT
The Kellogg Company

Tamara Howe - Mktg. Director
Tim Shannon - Sr. Brand Manager

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Mylene Pollock - EVP, Creative Director
Sarah Bratholt - Acct. Supervisor
Julie Hoffman - VP, Planning Director
Julie Howe - Acct. Director, SVP
Jason Kim - Acct. Director, VP
Kristen Schwanz - Copywriter
Stephanie Summers - Art Director
Stephanie Vaky - Acct. Director


Starcom MediaVest Group *Lead Agency


Razorfish


Krispr Communications


SUMMARY

Women had exchanged their cereal bowls for foods they knew were packed with protein. In doing so, they had overlooked Special Ks Protein cereal with the exact nutrients they were looking for 10 grams of protein. In order to bring them back to the cereal aisle, Special K introduced them to the power of The Protein Effect the willpower to outsmart hunger and lay the smack down on temptation. Since the launch of the campaign, Special Ks Protein cereal is now the fastest-growing variety within the portfolio.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Print,PR,Social Networking Applications

Audience: Women

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English