Kellogg’s moves Special K into motivational space as the woman in the red dress steps back

January 30, 2016 11:59

Kellogg’s is repositioning it’s approach to one of its leading brands, Special K, adopting a new mantra for women to own their own health and well being.

Kellogg’s hope to build a mass following with its new message

Kicking off on Sunday during the Men’s Final of the Australian Open on Seven, Special K will screen a 60 second ad acting as a rallying cry to women, which will then extend online through social media supported with the hashtag #OwnIt.

The brand has also partnered with body image experts Body Positive to run a series of workshops around the country.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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