The cereal to snacks brand will spend £5m encouraging the nation’s women to dare to wear red in January and February rather than fit into a smaller pair of jeans, as in previous years.
The new message will be supported by a new integrated campaign including television, outdoor, video-on-demand and digital advertising.
Special K is also set to unveil a six-page advertorial with Glamour magazine and an on-pack promotion featuring onem Max Factor red lipsticks to be won.
Sophie Colling, Special K brand manager, said: “We took the decision to change our consumer message to make sure we were keeping pace with the views of our shopper. The simple fact is women see Special K as a food to help them manage their weight for the long-term. They don’t see it as a quick fix to drop a jeans size.
“Our new positioning is designed to reflect the way women’s body confidence changes and show how Special K can be a part of this. The fact is, when women feel more body confident they choose to wear vibrant colours like red rather than hide away in dark colours.”
In a first for the brand, Special K will be using experiential as a way of supporting its January marketing drive. For two weekends in January, shoppers at the Westfield shopping centre in Stratford, London (UK), will be able to visit a Special K zone featuring a nutritionist, nail bar, stylist and make-up artist.
Colling concluded: “We’ve invested in a broader range of channels this year to ensure our message gets to women, wherever they are and whatever they’re doing. This is why we took the decision to invest our January spend in experiential as well as more traditional media choices.”
Source: Kellogg’s
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