Cannes Lions

SPECIAL K FOOD PRODUCTS

STARCOM USA, Chicago / KELLOGG'S / 2007

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Overview

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Credits

Overview

Execution

While the media placement hit her at the exact moment she struggled to stay on track, the creative reinforced the effort by zeroing in on her mindset at that moment. From our comprehensive real-time TV/online/radio campaign to :30 TV, OOH and print, all creative executions met her with a specific timely temptation, shape realization moment or negative dieting emotions. Each execution then gave her a solution from Special K that let her conquer the moment.

Outcome

New product growth sales volume is ahead of budget by +164% YTD with shipments of more than $17MM. The cereal franchise YTD, growth sales volume is up 20% from one year ago. There were 4MM visits to the Special K/Yahoo! hub with 4,000 users actively participating.

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