S P E C I A L K - O W N I T
Changing the perception of Special K from a dated, diet brand…
to a woman's strength brand was a big undertaking. And "Own It" was the first step. Here we wanted a distinctive tonal shift; to no longer talk at women, touting self-improvement, but to instead celebrate real women eating the way they really eat--undaintily, flopped on the couch, over the sink, without a bra. We’re not here to be another feminist anthem about shattering glass ceilings, we just want to show women that we see them, we hear them, and that no matter how they're living... we think they're owning it.
Bringing that body-positive momentum to January...
that tricky time of year women are most likely turn to diets and restrictive eating patterns - and, not surprisingly, the biggest sales bump of the year from this (recovering) diet brand. Here, we aimed to challenge the notion of a resolution; food is not a resolution, it's fuel to own your resolution.
Additional support
came in the form of a series of digital short-form companion pieces that showcase the occasionally un-ladylike world of "women eat." Here, a custom track with a dash of swagger helped bring the attitude to life.
