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Kellogg’s Special K moves away from ‘red swimsuit’ branding to muscle in on the sugar debate in £3m campaign

on Apr 20, 2017 | 0 comments

By Rebecca Stewart

Kellogg’s is asking the public to separate the classic ‘red swimsuit’ Special K ads of the 90s from the perceived nutritional qualities of the brand – enlisting model Katie Piper as an ambassador.

The cereal giant has shelled out £3m on a digital campaign to bust myths surrounding Special K and to reshape perceptions that it is ‘tasteless’ and ‘sugary’. The brand is looking to move away from an imagine pinned around diet plans to marketing that is focused on healthy living.

Last year, the Advertising Standards Authority (ASA) banned ads from Kellogg’s after the brand claimed the product Read full story ›

Source: The Drum