Kellogg Company: Keep The Muscle, Lose The Fat campaign ((1980s)

E. M. Shostak

The Kellogg Company's "Keep the Muscle, Lose the Fat" campaign for Special K cereal, introduced in the late 1980s, emphasized the product's role in promoting good health and its position as an attractive option for weight-conscious consumers.

Kellogg Company: Keep The Muscle, Lose The Fat campaign

E. M. Shostak

Overview

The Kellogg Company's "Keep the Muscle, Lose the Fat" campaign for Special K cereal, introduced in the late 1980s, emphasized the product's role in promoting good health and its position as an attractive option for weight-conscious consumers. Part of a large-scale strategy to capture the adult cereal- eating market, the Special K spots caused unexpected controversy, including a lawsuit alleging that the commercials violated truth-in-advertising standards. Kellogg countered that the prime-time spots merely conveyed the brand's identity as a healthful, high-protein food. The campaign also caused concern...

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