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...