Kelloggs – Special K

Campaign in 1998-1999 by J Walter Thompson for Kelloggs Special K. Market background described: brand was in decline, with old franchise.
Agency: J Walter ThompsonAuthor: Jason Chebib

Special K: How Exploiting Men Revived a Women's Brand

BACKGROUND

Special K was launched in 1959, and for forty years has occupied a unique niche, due to the fundamental clarity and consistency of its brand promise: it helps you stay slim.

Special K has historically had a strong relationship with women, largely due to its faithful advertising presence. That bond has helped Special K survive longterm changes in eating patterns, myriad health issues, and remarkably, a complete change of the food itself, in 1986.

REVERSAL OF FORTUNE

During the 1980s and early...

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