Special K Inc. [Madison Avenue West by Susanna Hamner]
Kellogg’s Special K was once a simple breakfast cereal. But now, thanks to a brilliant marketing campaign, the morning rice flakes are the company’s No. 1 brand, generating an estimated $500 million in sales. Perhaps even more interesting is the cereal’s diet plan (co-created by Leo Burnett Worldwide ad agency) that puts them in a close competition with WeightWatchers, Jenny Craig, and South Beach Diet products. That’s why the company is slapping that K on products ranging from protein bars to watches. It’s about to launch Special K Chocolatey Delight in January and may
soon roll out Special K Personal Trainer watches that keep track of
burned calories (the watches are already sold in the UK).
Since Kellogg and the Burnett agency created the Special K Challenge five years ago, the brand has touted itself as the cereal that will guarantee weight loss (7 pounds in two weeks if you eat a [...]
Original post by noemail@noemail.org (noemail@noemail.org (Susanna Hamner) and software by Elliott Back