Challenge, context & objectives

"Skinny is the new sexy" was the 90's credo. With Kate Moss as the "heroin chic" face of the decade, every woman had an impossible beauty standard to meet.

As you can imagine, in that era, the dieting industry was booming. Brand communications focused on women's bodies and it was all about looking good and slender – whatever the means – which included crash diets and "get thin quick" products like Slim Fast.

In 1996, CPW1 launched FITNESS cereal as a challenger brand to Kellogg's Special K, a global brand that had established the weight management category within breakfast cereals. The category was built on highly direct calls-to-action such as "get in shape", "lose the fat" and claims like "low in fat" and "low in sugar".

For 20 years, FITNESS cereals promised to help women take control of their weight and fit back in their clothes. The slim silhouette on the packaging and the closing zipper on the communications were strong visual assets that asserted FITNESS' aggressive positioning (not to mention the brand name itself). Helping women to fit-in their outfits again and feel confident about their shape worked extremely well during the brand's first decade, but over time, a softening in sales led to a steady decline, falling 23 percentage points between 2014 and 20162 .