As of 2020, Kelloggs Special K is one of the leading brands in the food & beverages sector. For me, this campaign ticks all the right boxes to re-engage with their target audience, position the brand in a more positive manner and deliver Audience Delight. And rounding out the consumer experience is to take the challenge on-line, gives women a community of encouragement to help achieve their personal weight loss goals. One woman is on a morning run and a pregnant woman coming back from the weekly shop. Brand Case Study Assignment: Special K Original and Cheerios Compare and contrast the two branded products’ positioning Points of Parity: Special K Original and Cheerios have chosen to promote their products as healthy to the lifestyles of consumers. We know you can’t fake delicious - so we don’t. The most beloved brands are based on an idea that is worth loving. The campaign provides a perfect platform to re-engage with customers and promote their product to a whole new generation of people following their slight absence from marketing. The genius of the video comes to life across Social Media as they use the segments of the lifestyles they depict in short, sharp, bite sized videos for their social audience. Cereal is one of those categories filled with a touch of magic, many of the beloved brands coming out of the “Mad Men” days of TV advertising. Promises have been made to your partners, to yourself and the gyms are full…for now. They have identified that modern women don’t trust a ‘diet brand’, and why would they after years of fad diets that don’t work. by Adam Burrage | Feb 26, 2018 | Digital Marketing. Advertising within the Special K® brand involves print media, television commercials, and online sites[1]. TOf course, breakfast is the most important meal of the day and Kellogg’s understands this, they want to educate their audiences of the benefits of Special K so you can continue to power through the day without needless snacking. Trust me, I was on the General Mills side and no competitors were worried about Special K. The brand idea for Special K has been connected with weight loss since the mid 80s. No one at Special K was putting themselves in the shoes of the consumer and asking “so what do I get?” or “how does this make me feel?” It was implied, but it was buried in the woman looking at herself in the mirror.
Special K has also launched App for smart phones to help monitor weight goals. Zero innovation. The timing of the campaign is delivered at the right moment, with the right message and supported with the right amount of scientific backing to provide a credible platform to appeal to consumers. The key to their communications is that Special K is a healthy source of food, not a dieting option. A Re-Position In The Market For Special K? Not only was the original flavor fairly bland, but everything about the brand was bland.
Click on the arrow above to view a quick video outlining our brand management training program, A beloved brand commands a similar power of a monopoly, How to use brand funnel data to assess your brand’s health. In this case, brand repositioning of a product. Cereal had been a category that grew +3% for years, steady only with population growth and some demographics around boomers and echo generations. It started with the launch of Berry Special K that thrust the brand into a good tasting cereal, and has since added bars, shakes and water. Our mission is to power real people with real food that tastes REALLY good. To purchase Beloved Brands or B2B Brands, click on the icon where you buy your books.
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