Special K is out with a new take on female empowerment through eating, telling women to "Own It" in the brand's first TV commercial since its return to longtime creative agency Leo Burnett.
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 to a key part of Kellogg Co.'s portfolio. The more recent approach began with Publicis Groupe's Leo Burnett in 2015, designed as a cure for slumping sales, and continued briefly with WPP's JWT, which won the brand's U.S. account shortly thereafter and did one campaign.
But Leo Burnett got the business back in January, restoring to its portfolio a major account that had previously been with the shop since 1950. The stakes for Kellogg are just as significant.
The first work since the brand and agency's reunion breaks Monday, with a commercial featuring the new tagline "Own It." The spot is meant to show women's confidence in their daily lives and how they can also "own" their choices when it comes to what they eat. Women are shown juggling parenthood, work, and personal time, with Special K cereals and snacks fueling their pursuits.
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