Agency: J Walter Thompson | Author: 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...