Cannes Lions

SPECIAL K CEREAL

LEO BURNETT CHICAGO, Chicago / KELLOGG'S / 2011

Presentation Image

Overview

Entries

Credits

Overview

Description

Every year during the holidays, women gain weight indulging in seasonal festivities. Obviously, this is a setback for women. Our objective was to inspire them to get back on track and regain their confidence by taking the Special K challenge.

Execution

We illustrated some of the positive emotions that come with managing one’s weight successfully—confidence, sass, joy and triumph.

Outcome

Despite a declining category, sales for Special K increased by 2.8% over the previous year, which resulted in the highest share of the category in the brand’s history.

Similar Campaigns

12 items

Discover a World of Flavour

DIGITAS, London

Discover a World of Flavour

2018, KELLOGG'S

(opens in a new tab)