The Challenge
Since its launch in 1958 Kellogg’s Special K had always associated itself with maintaining a healthy, trim shape. Over the years, however, it had only ever managed to appeal to a fairly niche audience. As a high margin product, Kellogg’s was looking for ways to grow the brand’s relevance. Focus groups told us to stop talking ‘weight loss’ and to start celebrating women ‘as they were’ (this was soon after the success of Dove’s Campaign For Real Beauty…). However, the actual purchasing data suggested that the majority of women were still motivated to improve their bodies - it was just a matter of how we discussed it with them.
The Solution
A limited 2-week program (the 2 Week Challenge), asking consumers to substitute one meal a day with a bowl of Special K, and which promised tangible results. Originally this was expressed in pounds (“lose up to 6lbs”), but we learned that for many women, close-fitting garments were a better indicator of progress (eg Drop A Jeans Size). The program was simple, and nutritionally sound, with very little risk (the price of a box of cereal).
A full 360 campaign was developed to run immediately after Xmas and also just before the Summer (times when people are motivated to lose weight). The Challenge was emblazoned on the boxes, offering other tips to help progress, and backed up with a strong in-store push (price promos and gondola displays for 2 full weeks).
As time went by, the campaign evolved to reflect the growing importance of online influencers. In the UK a pop-up jeans store was created in which all the jeans had labels reflecting a feeling rather than a numerical size (eg “Size Sassy”). The content developed from this became a new, powerful extension of the overall idea.
Results
The 2WC was one of Kellogg’s most effective campaigns ever (the CEO called it a “billion dollar idea”). Sales of Special K grew over 15% versus previous year (a pattern which continued for almost a decade). The idea was picked up around the world, adapted for local cultures, where it proved equally powerful. Over the course of eight years, global net sales of Special K grew from just over $200m to $2bn - the 2WC being a big driver of that success worldwide.
Fittingly, perhaps, Special K helped get the Kellogg Company into great shape, enjoying a sustained period of increased shareholder value.
