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Special K Backs Away From Dieting Message, Now Stresses Nutrition

December 29, 2015: 12:00 AM EST
J. Walter Thompson will continue the ad theme created by predecessor Leo Burnett for Special K cereal that emphasizes broad nutritional benefits for women rather than just weight loss. Sales of the brand have dropped off in recent years, and it became apparent to Kellogg’s that women wanted more than calorie counting. Still the biggest player in breakfast cereals, Kellogg’s nevertheless saw its share of the global market fall over the last five years from 30 percent to about 28 percent while PepsiCo and Post Holdings gained ground. Sales picked up last year when more freeze-dried strawberries were added to Special K, the company’s biggest brand, and the company got the message: “strong is the new skinny.”
Jessica Wohl, "Special K Recipe for 2016: New Cereal Promoted By New Agency", Advertising Age, December 29, 2015, © Crain Communications
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