Special K launches designer handbag with snack bar pocket
Kellogg’s cereal brand Special K has teamed up with fashion designer Kirrily Johnston to produce a limited edition handbag.
The handbag is made with a special pocket, sized to fit a Special K snack bar.
The bag is launching as part of Kirrily Johnston’s Spring/Summer collection at the Mercedes Benz Fashion Week Australia in Sydney today.
Kellogg’s claims this is one of the first times the advertiser has tried an alternative use for television for a major launch.
would love to hear about the results for this campaign. Hope it works…
“a visual cue to help the 96% of women who think about snacking each day to prepare for their looming snack attack.”
Thank god for this initiative – those poor women! Having suffered 3 snack attacks since breakfast, I can completely sympathise. By putting the snack on the outside so its within easy reach will hopefully reduce snack attack anxiety amongst women. Genius!
Be careful you don’t have the snack stolen as you walk down the street – the perfect visual cue is screaming – TAKE ME!
Want.
Well done Special K on creating that one word in me. Your best effort since ‘short skirts are back’.
Handbag as comms channel is so 2008! That’s when GSK worked with a designer to create a handbag to promote Panadol Handipak. The pocket was on the inside however, so not taking away kudos on the outside pocket innovation from Special K.
“Executive Ideas Director”…
That says it all.
Well done Tongue & Kellogg’s. Tastefully done, and great choice of colab talent.
As an industry we should be applauding this kind of innovative thinking.
A nice little PR idea – like a fashionable Four and Twenty Pie Plate.
Love it!
Where is the social media part of this promotion? I cant find it
Oh my god. Can anyone any of you honestly say you would wear a bag designed by Kellogg’s with a compartment for your Muskie bar!! No insight. No idea. No hope of moving units. Advertising at its worse.
I’m with Graham & Cringe – in theory a great idea but the UK execution was waaay better with a range of real, ‘i want it’ handbacks by top notch designers; not a red velvety thing with an obvious pocket on the front showing off your meusli bar! The whole UK has a much more trendy fashion look from the site down tot he bags themselves.
TO Graham’s point – the first thing i reached for was the ‘share’ button but the social media plugins were nowhere to be found! And this is women who are shareaholics and the biggest demographic on FB… missed opportunity!
Veronika,
Worse still the twitter primary user is female 39.1 years of age. Anyone tell me Special K’s Target ?
There is still time to salvage social in this….. anyone from Kellogg brave enough to call me 0434872420 or at least vist http://www.onesmallplanet.com.au for future campaign scale.
The cool thing about the team-up between Kellogg’s and Kirrily Johnston here is that the bag can be used by little girls, teen and even older ones.