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Kellogg's Special K
What Will You Gain When You Lose?

RAN IN: United States

CLIENT
The Kellogg Company

Yuvraj Aurora - Sr. Director
Hector Briones - Sr. Brand Manager
Vivienne Edwards - Sr. Brand Manager
Jesper Lund-Jacobsen - Assoc. Director

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Mylene Pollock - SVP, Creative Director
Adrian Fogel - Planning Director
Julie Howe - VP, Acct. Director
Julie Karnes - Copywriter, Art Director
Jason Kim - Acct. Director
Ramya Parekh - Planning Director
Stephanie Solley - Acct. Supervisor
Katy Walker - Copywriter, Art Director
Shelley Willems - Acct. Supervisor


Starcom MediaVest Group *Lead Agency


Ketchum Public Relations


Catapult


SUMMARY

Despite a declining category, Special K set out to drive sales during the most critical time of year, New Years. In order to contend with credible weight loss brands, Special K had to change perceptions that it was just a cereal-diet and break through the New Year weight management clutter. Special K used this opportunity to turn weight loss conventions on its head. Re-framing the weight loss conversation from deprivation to inspiration, Special K showed women everywhere that it's not about what you have to lose, it's about all you have to gain.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: TV, Interactive, Print, OOH, PR, Events, Packaging, Consumer Involvement

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English