WHAT WILL YOU GAIN WHEN YOU LOSE?
KELLOGG'S SPECIAL K, KELLOGG'S
Jesper Lund-Jacobsen, Director
Yuvraj Aurora, Senior Director
Hector Briones, Senior Brand Manager
LEO BURNETT/ARC WORLDWIDE*
Stephanie Solley Vaky, Account Supervisor
Julie Howe, VP Account Director
Jason Kim, Account Director
Shelley Willems, Account Supervisor
Mylene Pollock, SVP Creative Director
Julie Karnes, Copywriter
Katharine Walker, Art Director
KETCHUM PUBLIC RELATIONS
Despite a declining category, Special K set out to drive sales during the most critical time of year, the New Year. In order to contend with credible weight loss brands, Special K had to do something breakthrough to defeat the New Year weight management clutter. Special K used this opportunity to turn weight loss conventions on its head. Re-framing the weight loss conversation from deprivation to inspiration, Special K showed women everywhere that it's not about what you have to lose, it's about all you have to gain.