Special K to reposition as long-term weight management brand

Kellogg’s is preparing to reposition its Special K cereal brand as a long-term weight management aid rather than as a quick fix to lose weight.


Special K will launch its “most ambitious” campaign in the New Year  as people seek healthier choices after over indulging over the festive period.

The campaign will use the strapline “dare to wear red” as the brand encourages women to be more “body confident” and in control of their weight.

Special K’s previous messaging has encouraged women to try a two-week diet in order to drop a dress size and fit into a pair of jeans.

A £5m campaign including TV, outdoor, video-on-demand and digital advertising will break between Christmas and New Year and ramp up in January when the brand will launch its first ever experiential activity.

The brand will set up a Special K Zone in Westfield Stratford where women can visit a nutritionist, stylist, make up artist and nail bar.

Special K will also partner with Glamour magazine and Max Factor cosmetics for promotional messages and on-pack offers and has relaunched its digital platform to include personalised slimming plans, lifestyle, fashion beauty and health content.

Sophie Colling, Special K brand manager, says the brand changed its messaging to “make sure we were keeping pace with the views of the shopper”. 

She adds: “The simple fact is women see Special K as a food to help them manage their weight for the long-term. They don’t see it as a quick fix to drop a jeans size. Our new positioning is designed to reflect the way women’s body confidence changes and show how Special K can be a part of this.”

Special K worked with Iris Experience, Leo Burnett and CMW. 

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