Pitching a Product, Without Showing It

Reminiscent of the Dove “Campaign for Real Beauty” introduced in 2004 that featured curvy women, the new Special K ads also star women who are “not an idealized and unattainable image of perfection,” as marketing materials from Kellogg put it.

“In the past, we had cast women more in terms of their success at the end, but the object of these spots is just to get women to declare their vision,” said Mylene Pollock, a senior vice president and creative director at Leo Burnett who worked on the campaign.

New York Times

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.

BrandWeek

Special K Launches Crackers, Blueberry Cereal

Just last month, Kellogg rolled out three new, protein-fortified Special K products--K20 Protein Waters, Protein Snack Bars and Protein Meal Bars--that extended the brand's retail territory into the diet/nutrition sections of grocery and drug stores. The products were also the first to emerge from Kellogg's new Health & Wellness Division.

Like all Special K products--which also include cereal bars, Snack Bites, Bliss Bars and waffles, Special K Crackers are being positioned as convenient, nutritious, tasty solutions to help consumers (women in particular) "address their weight management goals."

MediaPost