Special K has shifted its marketing strategy from promoting weight loss to celebrating inspiring individuals, starting with a limited edition cereal box featuring cookbook author Molly Baz, who was recently featured in a controversial ad campaign for lactation cookies. The cereal brand is owned by WK Kellogg, which experienced a 1.9% decline in net sales for its cereal products in the previous quarter. By partnering with popular figures like Baz, Special K is hoping to revitalize interest in its products and attract a new audience.
Baz’s collaboration with Special K follows her successful ad campaign for Swehl, a company that sells breastfeeding accessories and offers a cookie recipe. The ad featured Baz, heavily pregnant and wearing a bikini top, holding the cookies over her breasts with the tagline “Just Add Milk.” The ad was reportedly removed from digital billboards in Times Square due to being deemed “inappropriate” by Clear Channel Outdoor, sparking a conversation about the depiction of pregnant bodies in advertising.
Despite the controversy surrounding her previous campaign, Baz expressed excitement about being featured on the Special K cereal box in an Instagram post, calling it one of the highlights of her career. She mentioned that the campaign was shot when she was 39 weeks pregnant, adding a personal touch to the collaboration. By featuring a pregnant woman on their cereal box for the first time, Special K is challenging traditional norms and embracing diversity in their marketing efforts.
The “Special for a Reason” campaign by Special K aims to highlight inspiring individuals like Baz, who represent a different approach to advertising for the brand. By associating their products with empowering figures and diverse portrayals of women, Special K is attempting to appeal to a wider audience and differentiate themselves from competitors in a declining market. The use of popular figures in marketing can help reinvigorate interest in a brand and attract attention in a crowded marketplace.
The partnership with Molly Baz and the release of the limited edition cereal box mark a new chapter in Special K’s marketing strategy, moving away from outdated weight loss promises towards celebrating individuality and diversity. By embracing a pregnant woman on their packaging and aligning themselves with empowering campaigns, Special K is positioning themselves as a forward-thinking brand that values inclusivity and representation. This shift in focus may help drive sales and reconnect with consumers who are looking for brands that align with their values and beliefs.
Overall, Special K’s collaboration with Molly Baz on a limited edition cereal box featuring a pregnant woman represents a bold and innovative approach to marketing within the cereal industry. By celebrating inspiring individuals and embracing diversity in their campaigns, Special K is seeking to revitalize interest in their products and appeal to a new generation of consumers. With the success of this campaign and the positive reception from consumers, Special K may continue to explore new strategies and partnerships to stay relevant in a rapidly changing market.
