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  • Special k - Personal lifestyle hub
  • Special k - Personal lifestyle hub
  • Special k - Personal lifestyle hub

MY SPECIAL K

Client: Kellogg's
Brand: Special K

CLIENT CHALLENGE

Special K’s first class dieting credentials unfortunately brings with it some negative associations: people eat it sporadically, e.g. after Xmas and before holidays – leading to seasonality and cupboard linger; it’s also attached to negative connotations of having to deprive yourself. All of which was starting to seriously affect sales.

CAPTIVATING THINKING

Special K’s dieting credentials may have some negative connotations, but on the flip side it also has authority in this sector. We simply had to find a bigger role for the brand in women’s lifestyles. We created My Special K, a suite of online tools that gave women the functional and emotional support they needed to manage their body shape and live life to the full.

RESULTS

Over a million sign-ups to the plan in our first year and over 40% of people who signed up went on to achieve their body shape targets (raising to 60% when they used the digital tools we created). Consumer feedback is extremely positive, feeding brand image scores.

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