SPECIAL K

“DO WHAT’S DELICIOUS”

We needed to take Special K from “your mom’s diet food” to “pretty damn crave-able.” And we did it by highlighting ingredients like chocolate-dipped flakes, real blueberries, and sliced almonds and cinnamon - threading the content together with consistent messaging that urged consumers to ditch the diet and just Do What’s Delicious.

Yeah… it was a LOT more complicated than that. But I’m gonna need a glass of wine to walk you through that strategy. It was a hell of a genius deep dive.

FILM

PRINT

SOCIAL/DIGITAL

“BODY TALK”

What does your body say when it’s tired? When it’s hungry? When you can normally do 30 pushups but today you could only do 10?

We wanted to know.

So, together with an art director, I launched a digital campaign for Special K called “Body Talk.” We asked real women to step in front of the camera and tell us their stories. Then, we brought those stories to life with custom illustration and sound effects. Conclusion? Our bodies have a lot to say.

#POWERINGYOU

We also created a series of shorter videos to support the “Body Talk” content. These quick clips focused on the specific benefits of each Special K cereal.