Cannes Lions

SPECIAL K CEREAL

STARCOM MEDIAVEST GROUP, Chicago / KELLOGG'S / 2004

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Overview

Entries

Credits

Overview

Execution

Message and media were inextricably linked; both reinforced the 6 pound benefit in a simple, straightforward way. In some cases, the medium literally became the message. The branded scale footpads read “Make this easier on both of us,” the 6 pound weights next to the scale displayed the Challenge description, and the wallboard in front of the scale stated “Lift 6 pounds less.”

Outcome

In the health club markets, base volume rose +26% and base sales rose +22%. In-market increases were 23% higher than the national average increase, making this our most successful resolution effort ever.

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