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

RAN IN: United States

CLIENT
The Kellogg Company

Doug VanDeVelde - SVP, Mktg.
Yuvraj Arora - Sr. Mktg. Director
Tamara Howe - Assoc. Mktg. Director

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Rachel Winer - EVP, Director of Comm., Morning Foods
Julie Hoffman - Planning Director
Julie Howe - VP, Acct. Director
Jason Kim - VP, Acct. Director
Mylene Pollock - SVP, Creative Director
Stephanie Vaky - Acct. Supervisor
Shelley Willems - Acct. Supervisor


Starcom MediaVest Group *Lead Agency


Razorfish


Ketchum


Gigunda Group


SUMMARY

At the end of 2011, the cereal category was struggling and increased competitive spend was threating Special K. So, during the most critical time of year for weight-management brands, the New Year, Special K set out to overcome these challenges by introducing a new holiday, National Weigh-In Day. Special K captured the hearts of women everywhere and reframed the weight-loss conversation from deprivation to inspiration, showing women that it is not about what you have to lose, it is about all you have to gain.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Print, OOH, Events, Packaging

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English