How Special K Became a Social Media Star

It has to do with the strength of the brand at the moment we started to build our programs using digital and social media. With Special K, it’s our strongest cereal brand. It has a very strong relationship with consumers…The brand enables a dialogue around women and our key consumers, which revolves around weight management. You see a lot of the dialogue in this space that uses the brand as a platform for the interaction among consumers as they give each other tips and encouragement. One of the things we discovered about women when they go through a weight-management [stage] is support and encouragement from peers is very important, and social media is a great place for consumers to do that.

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