Kellogg's Special K: #OwnIt

This case study describes how Special K Canada, a Kellogg's brand, had faced 10 quarters of losses as the idea of dieting fell from grace; taking a new approach, the brand invoked feminism and ownership, returning to growth as a result.

Kellogg's Special K: #OwnIt

What happens when the one thing you stand for – dieting – becomes a dirty word?

For Special K Canada, it meant 10 straight quarters of share losses. With every other global market scrambling for solutions, the Canadian team analyzed quantitative attitudinal data towards cereal, eating, femininity and body image, published psychological case data on body image, and conducted our own ethnographies amongst Canadian women. The result being the identification of a hidden, universal enemy that became the fuel for our campaign: self-doubt.

With this new enemy identified, we left dieting behind and re-launched the brand...

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