Leo Burnett’s eye-catching print ads sell Special K
By Lewis Lazare March 13, 2011 10:42PM
Updated: April 15, 2011 9:52AM
For the longest time, Kellogg’s iconic Special K cereal has been positioned as a brand that can help those who eat it for breakfast — or whenever — control their weight. But we’ve never really felt that message was conveyed in a genuinely compelling fashion in Special K advertising.
Leo Burnett/Chicago seems to have finally found a campaign and a theme line that really resonates with women even as it takes the focus off the truly arduous process of losing weight and emphasizes instead how losing can generate so much that is good for one — both physically and psychologically.
The smart campaign tag line is “What Will You Gain When You Lose?” And that question is answered in different ways in a series of most eye-catching print ads that each emphasize one positive attribute of weight control, ranging from “confidence” and “joy” to “sass” and “triumph.”
They are simple, but meaningful words, and in the print ads each is illustrated with a lovely line-drawing: a crashing wave for “confidence,” for instance, and a very artfully drawn peacock to represent “sass” (how very apt!).
We have been told more than once that successful weight control must begin with the right mindset. This Special K campaign is special in the way it aims to establish that proper frame of mind.