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Bye-Bye Red Bikini – empowerment is here!

  • folic acid
  • iron
  • protein
  • vit d

Special K ads have come a long way from the lone woman trying to squeeze into a red bikini. We’ve gone from being a “dietary food” to being part of a healthy diet (and outlook) that supports women to get on with the important things in life, like work, family and everything in between.

“That” swimsuit is not the priority anymore. For many women, this gets replaced by desire to live life at full strength. Which is why Special K has kicked off 2018 with an important message. We’re here to power you and everything you do.

Our latest campaign in Italy and the UK looks at female strength and empowerment, and throws a spotlight on ordinary (yet extraordinary) women going about their lives. “Everything we’re made of powers everything you’re made of,” goes the narrative, and here’s why:

Our new campaign is all about celebrating the power of women in every aspect of day-to-day life with a healthy range of cereals and snacks to feed development, energy and fundamentally, power you. Packed full of protein and vitamins B12 and B6, our purpose is to fuel the body with nourishment - a daily power-up of sorts.

To added folic acid that feeds development, to added protein that feeds endurance. We’re feeding strength, feeding vitality, and #PoweringYou.

Tracy Murphy, Senior Marketing Director of Balance and Health at Kellogg’s EMEA, “We’re conscious that the brand is perceived by some as an old-fashioned diet brand and so we’re making it relevant to younger women. We want to clearly signal a change in our strategy and demonstrate that Special K has positive nutrition that powers women.”