Special K moves away from ‘perfect size 10 girls’ in £15m brand overhaul

Special K is investing £15m in a brand overhaul that will star its first celebrity brand ambassador in Strictly Come Dancing’s Tess Daly in an effort to move away from ‘diet’ messaging and instead reflect the importance of nutrition to consumers.

Daly will replace the brunettes in red swimsuits who have traditionally featured in Special K’s campaigns across in-store, OOH, cinema, radio and print activity throughout July.

Ruth Gresty, marketing manager for Kellogg’s in the UK, told Marketing Week: “In the past we’ve had our Special K girls, brunettes who were a perfect size 10, who were always quite smug and pleased with themselves in a red swimsuit or red dress.

“We wanted to step away from that and bring in a real personality to marry with the brand.”

She added that Daly has a “full-packed life” as a mum and wife with a career.

“She’s not a 25-year-old who finds things easy. We wanted people to relate to her,” she added.

As part of the overhaul, Daly will release her own Special K cereal recipe – Special K flakes with red apple, almond and vanilla – which includes the brand’s newly created ‘Nutri K’ flake, featuring nine vitamins and minerals and lower sugar content.

The brand is also launching three new products – a protein crunch to reflect the trend for women to look for more protein for sustenance, as well as new granola products and a “super porridge”.

The move follows the “Live in Colour” campaign launched in January, which focused on the variety and choice of the Special K range rather than “diet and deprivation”.

Throughout the year the brand is investing £15m in ATL activity and a further £2m in in-store, according to Gresty.

“Special K historically was around weight loss and has evolved from that,” Gresty said. “The latest campaign is to shout to everybody that we’re a great nutritious brand full of flavours and variety.

“It’s not about diet and restriction,” she added. “It’s about eating healthy for a healthy shape.”

Hide Comments1 Show Comment
Comments
  • jhibble 20 Jul 2015 at 9:31 am

    Interesting that Ruth Gresty would go as far as calling their general brand models ‘smug’. After seeing many headlines about a brand overhaul, I have to say I’m surprised to see this just means a new – famous – face.

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here