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Special K’s “Own It” Campaign Celebrates Women

A new Canadian advertising campaign for Kellogg’s Special K® has drawn kudos and attention for its inclusiveness – it features women of all shapes, sizes, ages, sexual orientations, ethnicities and cultural backgrounds. The Special K® #OwnIt campaign, which began airing nationally in Canada in September 2015, celebrates women by encouraging them to ditch the all-too-common self-doubt around body image.

Craig Rethwill, Vice President of Emerging Markets Research and Development (R&D)

Natasha M., Senior Marketing Director for Cereal and Beverages, Kellogg Canada

The goal of the campaign: inspire realistic and positive change by rallying women to “own it all.” The ad is rooted in the insight that 97 percent of Canadian women have an “I hate my body” moment every day.

The campaign is a dramatic shift for the Special K® brand, which historically focused on weight loss. The new approach, which features real women (i.e., not actors or models), leads an important conversation around the power of body confidence and inner strength.

We believe Special K® can play an important role in positively impacting women and offering good food with ingredients that nourish the body, inside and out.

“The Canadian population today is incredibly multicultural, and we’re very accepting of diversity and inclusion,” said Natasha M., Kellogg’s Senior Marketing Director for Cereal and Beverages in Canada. “We wanted to make sure we represented what women really look like in Canada today.”

The campaign also stemmed from a desire to make Special K® more relevant for consumers. Women’s attitudes toward health and fitness have changed, and Kellogg recognized that the brand needed to keep pace. The Special K® brand team saw an opportunity to drive growth through an edgier and more realistic campaign.

Special K® #OwnIt Campaign (Canada) – YouTube linkAt Kellogg, we want to be an ally for women in their fight against self-doubt. We also believe Special K® can play an important role in positively impacting women and offering good food with ingredients that nourish the body, inside and out.

So far, the campaign’s early results have proven positive. In December 2015, sales of Special K® grew 6 percent. A similar campaign began airing in Australia in early 2016.

Click below to watch the video, or view it at https://www.youtube.com/watch?v=aAVFCH9x7Og.

Special K® #OwnIt Campaign (Canada) – YouTube link