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The Drum

Kellogg's aims to reposition Special K as the quintessential nutritious product for women in latest campaign

Kellogg's latest advertising campaign for Special K has been devised to reposition itself as the brand which provides all the nutrition women need in their daily lives.

The campaign, conceptualized by Leo Burnett, will aim to educate its audience about the impact that nutrients and ingredients in food can have on their day-to-day lives and how these benefit the well-being of women and play a role in powering their lives, bodies and minds.

The film presents pregnant women, mothers, a young artist and sportswomen all being active throughout the day as they fuel themselves with Kellogg's Special K. The background music is given by Olly Anna. Media planning and buying was handled by Carat.

The campaign will run from today and throughout 2018, with ads running in Europe early in the year. It comprises TV, print and online elements, including four outdoor executions, multiple nutrient specific 10-second digital films and GIFs online and in social.

Chaka Sobhani, chief creative officer at Leo Burnett London said: “It has never been more important for brands and advertisers to talk to women in new and positive ways, and turn up with a genuine and honest understanding of their lives. An understanding that really gets what real life look likes and where and how a brand may have a role."

"Special K hopes to serve as a partner to all women in terms of their nutritional needs, at whatever age or stage of life they might be. We’re super excited at launching the Special K Powering You campaign and platform in 2018 - energetic, honest and real, we hope it helps establish the role nutritional food can play in the lives women already lead.”

Paul Humphries, vice president marketing Kellogg’s Europe said: “Today our audience aspire to a more positive relationship with food and nutrition. They are more concerned with what goes into their food, rather than what might have been taken out of it. Special K is fortified with nutrients, specifically designed to meet women’s nutritional needs."

"So, with that in mind, we wanted to take a new approach to talking to women about Special K and the role it can play in powering their days,lives, bodies and minds. This is a completely new and ambitious direction for Special K and we’re excited to unveil it.”

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