We were tasked with creating a new campaign with people at the core. We needed to define why Special K is even Special, while still hitting on all the product benefits. Our solution? “Special For a Reason” - Because no matter who you are and what your life looks like, Special K’s got something you need.

An older woman considers purchasing Special K Cereal in a grocery store, noticing it has 10 grams of protein. She thinks about that and we launch into a sneak peak of her very active life that includes pilates and tearing open stubborn packages. It’s enough proof that she needs the protein, so she nods at this revelation.

We positioned Special K as something more than just a flavorful breakfast cereal, seeking to change the perception to a more modern brand with people at the center. We tapped into the unique and varied human experience, launching a 24 month campaign of storied vignettes in broad-reaching channels expected to reach 58% of our target in 2024.