MERCADEO Versión en español
Special K changes agency for 2016 and focuses on nutrition
Manuela Walfenzao| 4 de enero de 2016
Craig Bahner, presidente de U.S. Morning Foods
Special K launched its first work with the agency J. Walter Thompson and changed its focus on weight loss to become a brand that speaks of wellbeing and health. After years focused on the brand as an ally for diets, they noticed a decrease in sales and are now aiming at a nutritional focus that encompasses a broader market. The inclusion of dehydrated berries in its Red Berries line has had a positive impact on sales. “Special K is our biggest cereal brand and promoting it is essential to prosper in the cereal business” said Craig Bahner, President of U.S. Morning Foods.Kellogg continues to be the first breakfast cereal seller worldwide, but its global market share dropped from 29,9% in 2010 to 27,9% in 2015. Companies like PepsiCo and Post Holdings have gained territory in this sector, according to data from Euromonitor International.The company left Leo Burnett in mid 2015 and is now working with J. Walter Thompson. In April 2015, Leo Burnett published the last Special K commercial, with the slogan Eat Special. Feel Special. Although the change of focus began with Leo Burnett, the spot still mentioned calories. J. Walter Thompson’s work was first aired on January 4th. It speaks of strength and nutrition, without mentioning calories and acknowledges the inner strength in each woman.
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