After winning the Special K business back to the agency, our ask was a huge one: change the perception of Special K from a diet brand to a women's strength brand. Our "Own It" campaign was the first step. No longer were we talking to women about changing the way they eat, but instead celebrating the way they eat. Like really, really eat. With their hands, on the couch, over a sink, chugging those last sweet, sweet drops of cereal milk.
A swagger-filled custom track supported short form film that continued the mantra of eating the way you want to.
As with most diet brands, January had historically been a huge time of year for Special K. Which made it the perfect time to reinforce our new message. Here, we proclaimed that we no longer supported the idea of food being a New Year's resolution. Rather, it's fuel to own your resolutions.
