Kellogg's: #OwnIt

This case study details how Kellogg, a cereal manufacturer, redefined its Special K cereal brand to appeal to women in Canada.

Kellogg's: #OwnIt

Agency: Leo Burnett

Case overview

Five years ago, Special K (SPK) realized that the one thing it stood for – dieting – had become a dirty word. Canadian women were turning away from deprivation and guilt, and the brand was left without a true purpose in their lives.

While every global market scrambled for solutions, the Canadian team dug deep to gain a deeper understanding of their audience, and identified a hidden, universal enemy that became the fuel for our campaign: self-doubt.

This enemy allowed us to take a bold leap forward, redefining the brand through an...

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