A re-position in the market for Special K?

After three long years, Kellogg’s have planned to re-position Special K in the market focusing on the health benefits of the cereal brand rather than the perceptions of a dieting snack.

The heart of any business’s success lies in its marketing. Most aspects of a business depend on successful marketing. In this case, brand repositioning of a product. The purpose of repositioning your brand or product in the market is to stay relevant. This will help to avoid the consequences of being overtaken by your competitors or a drop in sales.

Their new Po wering You Campaign Video depicts the busy lifestyle of various women at different stages of their day. One woman is on a morning run and a pregnant woman coming back from the weekly shop.

“We want to clearly signal a change in our strategy and demonstrate that Special K has positive nutrition that powers women” – Tracy Murphy, Senior Marketing Director, Kellogg’s EMEA.

Of course, breakfast is the most important meal of the day and Kellogg’s understands this, they want to educate their audiences of the benefits of Special K so you can continue to power through the day without needless snacking.

What’s brilliant about the story in the advert is that they have been able to depict a variety of their audience profile as they go through their daily routines. Whether you’re doing the shopping with family, going about your day job, exercising to stay healthy or simply enjoying time with your friends, Kellogg’s have positioned their product to appeal directly to their target audience. The genius of the video comes to life across Social Media as they use the segments of the lifestyles they depict in short, sharp, bite sized videos for their social audience.

Will the campaign work?

The right timing for their message but what about the market?

Written by James Axon

Junior Account Executive at Trident

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