What happens if we stop talking about six pounds and instead talk about how great it feels to lose a couple? What then? More than 75 million impressions and a sales growth of 2.8%, the highest share of the category for Special K ever. That's what.
— 2012 National Addy Silver & Gold, Mixed/Multiple Media Campaign
— 2012 National Effie Gold, Breakfast Foods Category
— 2012 Leo, Gold Glasses award, Integrated Campaign for Special K
— 2011 Print Magazine, Special K
The Integrated Campaign
TELEVISION
Experiential
We staged a national tour from NY to LA inviting women to step on the Special K scale themselves.
PRODUCT DEVELOpMENT
Special K created a short run of power scales given out at our events. The scales synced to a phone app we developed to motivate women daily with positive messaging and helpful tips.
Special K commissioned four illustrators to create their own interpretations of an empowering word for women.
