Kellogg’s cereal brand Special K has changed its marketing tack, stepping away from the woman in the red dress and bathers and switching to a spot encouraging women to be the best they can be.
The spot focuses on the little voice inside women’s heads that is often negative, and how to overcome that. Special K hopes to become the ally for women to achieve this, explained Kellogg’s marketing director, Tamara Howe.
However, despite the new tack being a further push towards women, Howe – who took the job in October last year, after former CMO John Broome was recruited to Unilever – doesn’t reckon men will shy away from the brand.
“Special K has always focused on women for its communication, so I don’t think that’s a change,” she said. “However, I guess we’re taking more of a point of view now on being women’s ally with this body confidence issue.”
It’s an issue that can affect both men and women, noted Howe, but said brands these days need to have a point of view so “as a result of that, you have to be somewhat choiceful.
“But at the end of the day, we get a lot of consumption from men as well,” she added, claiming 40 per cent of those who consume Special K are male.
When asked whether this new push with more of a focus for women will alienate men from eating the cereal though, Howe doesn’t reckon it will, if the past is anything to go by.
Indeed, Special K has marketed towards women for a number of years now, using imagery of a woman in a red dress or red bathers who gains confidence eating the cereal. And while Howe said there’s no plans to properly do away with the concept, this new push was about showing a “more modern interpretation of the brand”.
“Our brand has to continually evolve itself,” she said, “and reflect modern values. That’s what we want to do with Special K.
“That imagery is still a very distinct image for Special K, but we’re constantly looking to refresh the portrayal of the brand and reflect modern women’s values.”
The colour red is still a strongly resonating colour for the brand though, added Howe, “we still want to leverage it, just doing it in a fresh and modern way”.
There’s a number of diverse women and relationships shown in the spot, which Howe said was a “conscious decision” and a need to reflect the current culture.
All in all, Howe said she was really inspired by the message, even more so when she said she said a number of women had contacted her and wanted to be a part of the campaign.
“It’s a very good sign that the message is resonating,” she said.
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]