Kellogg’s Special K prepares to shine with Glamour magazine campaign
A campaign was needed to move on from the brand’s ‘quick fix diet’ perception and to reassure women that Special K could contribute to them feeling good and looking great, every day.
The Special K brand created a year-long partnership with Glamour magazine around its “prepare to shine” proposition, reaching more than half a million readers each month.
This partnership delivered tailor-made content, driving perception of Special K as a lifestyle-led, iconic female brand. It supported shape watchers’ belief that a healthy lifestyle is about small, simple steps.
Two seasonal guides ran at New Year and in the summer. These eight-page guides increased brand standout and featured ‘Special K Girl’ who articulated her plans for the season, motivating readers and inspiring them to get into shape.
These were complemented with regular editorial-led DPS insertions and online features, all with joint Glamour and Special K branding.
Additionally, the brand was able to distribute Special K samples at Glamour events across the year and run product trials with the magazine’s readers, generating strong reader endorsements to re-use.
Extending the relationship further, Special K was able to use the Glamour logo on its packaging, on Special K’s own website and in its television advertising campaign.
- For the summer campaign, the Glamour partnership drove the strongest return on investment of all media channels employed – 16% better than television and 42% better than average ROI across all media
- A bespoke study of 2,500 respondents showed the campaign really influenced action: 69% said they had bought the product after seeing it in Glamour
- It changed attitudes too: more than eight in ten respondents agreed the partnership made them feel more positive about Special K
- Over the year, the audience became 198% more likely to state ‘it inspires me to get in shape and is fun’ and 174% more likely to agree, ‘Special K is a brand that understands me’