Clearly, I’m a man, but I do enjoy a bowl of Kellogg’s Special K either for breakfast or as a snack. The Fruit & Yogurt and Vanilla & Almond are my jams.
That said, the advertising, now back at Leo Burnett after a short stint at JWT, isn’t directed toward me.
It’s targeted at women, and that’s cool. But I can still appreciate the brand’s message.
That’s why this first spot since returning to Leo and the new tagline, “Own it,” is RAW — Reel Ad of the Week.
The spot, the first since returning to Burnett, is empowering as it celebrates women’s confidence in their daily lives and how they can also “own” their choices of food.
We see women from all walks of life juggling parenthood, work, and personal time. Special K cereals and snacks fuel their pursuits.
The spot mentions some of the “better-for-you” ingredients in the brand’s extensive line of products, including almonds and quinoa. It also gives a little plug to women eating chocolate (in the form of the brand’s Protein Bites).
Finally, one of the women proclaims at the end, “We Don’t Doubt It, We Own It,” as she eats a bowl of Special K Red Berries. The words “Own It” appear in the brand’s signature red on the screen.
According to an article in Ad Age, the brand has for the past few years emphasized women’s joy and overall wellness, distancing itself from the longtime diet-focused messages that originally helped make the brand a key part of Kellogg Co.’s portfolio.
This more recent approach began in Canada in September 2015 and was inspired by the insight that each day 97% of Canadian women have a moment when they hate their bodies. The brand also wanted to be more relevant to the masses of consumers joining the health and wellness craze. By December 2015, sales of Special K had grown 6% (source: Chief Marketer). The initial “Own It” launch video has now been viewed close to 5.8 million times.
Burnett got the business back in January, restoring to its portfolio a major account that had previously been with the shop since 1950. Women’s attitudes toward health and fitness have changed, and Kellogg’s recognizes that the brand needs to keep pace. And it does through this an edgier and more realistic campaign. And that’s why it’s RAW!
Think you have a RAW spot or campaign, submit it to colin@colincostello.com.
CREDITS
Agency: Leo Burnett
CCO: Britt Nolan
ECDs: Brian Ma/Avi Pinchevsky
ACDs: Brooke Anderson / Niki Condon
Copywriter: Annie Sandford
Art Director: Molly Ryan
Senior Producer: Alethya Luiselli
Production Manager: Michelle Byrdak
Director of Music: Chris Clark
Assistant Music Producer: Alec Stern
Production Company: Furlined
Director: Yael Staav
President/Executive Producer: Diane McArter
Senior Executive Producer: David Thorne
Line Producer: Andrew Graham
Director Of Photography: Adam Frisch
Production Designer: Jordan Worth
Edit Studio: Final Cut
Editor: Amanda James
VFX & Design: The Mill
Senior Producer: Heino Henning
2D lead: Udesh Chetty
2D Artist: Randy McEntee
2D Assist: Jonny Freeman
Color: The Mill
Executive Producer, Colour: Laurie Adrianopoli
Color Producer: Dan Butler
Colorist: Luke Morrison
Music: Squeak E Clean Productions
Creative Director: Justin Hori
Composer: Luke Walker
Track Title: What She Like
Executive Producer: Christine Bilich
  Sound Design and Mixing: Katy Mindeman
