The Ask :
The breakfast cereal category has seen a steady decline over the past two decades
People tend to choose more ‘on-the-go options’. Special K has chosen to combat this problem by diversifying its range to include snack bars and shakes but it still continues to decline because consumers think that Special K is associated purely as ‘diet food’.
We were asked to create a campaign for Special K that aims to move its brand positioning away from a 'diet food' to a 'wholesome nutritional breakfast'.
Insight :
Breakfast is the most skipped meal of the day. Eating a healthy breakfast is perceived as crucial to overall well being and health. Convenience is as important as quality and variety when it comes to choosing breakfast.
Idea :
Let's make breakfast exciting again
Instagram Ad Carousel
Special K Breakfast App
Instagram Filter
