CLIENT
The Kellogg Company
Mike Mickunas, Dir. of Research
Sue Deward, Senior Research Manager
Mark Baynes, VP of Mktg.
David de Souza, Dir. of Adult Brands
Marisa Thompson, Senior Brand Manager
Andy Jung, Senior Media Dir.
AGENCY
Jason Wright, VP - Associate Creative Dir.
John Sheehy, SVP/Account Dir.
Gary Doyle, SVP/Creative Dir.
Anne Weber, VP/Account Dir.
Tom Gorton, VP/Associate Creative Dir.
Starcom MediaVest Group
SUMMARY
By understanding the target audience and truly defining the problem (that most weight loss options out there are not simple to follow), Special K found a motivating and differentiating benefit for their cereal. This led to the creative campaign "Un-Testimonials" and focused on 'what you don't have to do to lose weight' by dramatizing the simplicity of the Special K diet. In-market results exceeded expectations for dollar sales and share point growth for the second year in a row.
