Maintain a portfolio of treasures
As a historic brand, Kellogg’s has been able to remain popular both on shelves and in homes through the creation of powerful subsidiary brands with well-defined territories. Since 2007, the brand has entrusted blackandgold with reinforcing, repositioning, and reactivating its highly-valued franchises in European and Chinese markets.
SPECIAL K SUMMER
Make a brand shine in sales outlets just in time for summer
The Challenge
Take advantage of the long period of pre-summer to create an inspirational and transversal activation campaign that resonated across all brand segments.
Our Brand Idea
We incentivised patrons to buy Special K products by offering a complimentary beach tote, while engaging them in a relatable and enjoyable narrative. Rather than simply offering the chance to win vacation trips, we focused on the simple pleasures and the escape from the hectic pace of urban life. The campaign was a huge trade operation at large French supermarkets such as Auchan, Carrefour, Géant Casino and Intermarché.
The Result
An extremely powerful cross-category initiative, which combined promotional impact with a reaffirmation of the Special K brand.
