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Posts Tagged ‘Special K’

Kellogg and Special K Hope to Gain Profits by Losing the Weight Loss Message

special-k-cerealsWe’re all accustomed to the Special K ads that traditionally hit the airwaves during the fall and winter, urging us to stave off seasonal weight gain by eating cereal instead of huge meals or sweets, with taglines like: “What will you gain when you lose?”

Well, it seems Kellogg is about to answer its own question, but from a marketing standpoint.

Kellogg Co. CEO John Bryant said during an earnings call last Thursday that reduced-calorie messaging no longer resonates with consumers, referencing weaknesses with other similar food categories like diet sodas and reduced-calorie frozen meals. “I think consumers are changing their views on weight management from ‘reduce calories’ to ‘nutritious foods’,” he said. Special K can “absolutely meet that criteria…It’s a very nutrient-dense food form. But we haven’t been communicating it that way. So we are increasing our communication more down that path as opposed to reduce calories.” Read more

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Most ‘Social’ Brands Missed Their Chance to Shine on Oscar Night

The media has rendered its verdict: Despite receiving the message that it’s all about Oreo-style “real time marketing“, brands promoting themselves during last night’s Academy Awards (or “The Super Bowl for women” if you’re a sexist) did not measure up to their Game Day peers, despite paying premium prices for 30-second ad spots. They didn’t quite rock social media either.

The problem? On Twitter, at least, the content felt more than a little forced. We get it: spontaneous humor and topical commentary is hard; you really can’t fake it. Some examples:

Samsung tried hard to be on top of things but mostly came up empty-handed.

Not quite relevant to the brand, is it? Read more