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.
It was enough to win the business back. And "Own It" was the first step. Here 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; flopped on the couch, over the sink, without a bra. Pair that honest look with a custom track must have been music to women’s ears, as it resulted in record breaking sales, year after year.
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.
