Kellogg Company: Special K Kick-Start Diet Plan campaign

Due to falling sales in 2001, Kelloggs launched the 'Kick-Start' campaign promoting the Special K brand cereal looking at the health benefits of consuming the product.

Kellogg Company: Special K Kick-Start Diet Plan campaign

Simone Samano

OVERVIEW

The Kellogg Company had been a dominant force in the ready-to-eat cereal market for a little more than a century, but in 2001 the company's cereal division failed to register a significant profit increase for the company. In order to grow sales quickly for one of its flagship brands, Special K, Kellogg reintroduced a diet plan in 2002 that it had floated successfully a few years before. The Special K Kick-Start Diet instructed participants to replace breakfast and lunch with a bowl of Special K and skim milk, promising...

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