New marketing push 'reinvents' Kellogg's Special K brand in Australian market
The #OwnIt campaign – which kicked off this weekend with a 60-second TV commercial during the Australian Open Tennis finals – is described by Kellogg’s as “one of the most significant changes in the brand’s history”.
#OwnIt has been adapted for the Australian market after originally being launched last September by Kellogg in Canada. This month’s launch follows proprietary research undertaken with Australian women in early 2016.
It is focused on encouraging women to “ditch the doubt” and focus on what they can actually change rather than get hung up on the things they can’t, said the manufacturer, which hopes it will spark “an important conversation with Australian women”.
'I hate my body' moments
“Our study has shown that seven out of 10 Australian women have an ‘I hate my body’ moment every single week. That’s way too many,” said Kellogg’s Australia marketing director Tamara Howe.
“The new campaign aims to counter that negativity,” she added. “While we may not be able to eliminate self-doubt for women, we can be her ally in the fight against it by focusing on what women love about themselves and have the power to change, and becoming an advocate for body confidence and inner strength.”
Among the campaign activity will be a series of workshops with body image experts Body Positive Australia (see box-out).
#OwnIt campaign activity
Digital: a 60-second online video will be placed in the News Lifestyle and Glam digital networks which are both high-reaching platforms for women aged 25 to 54, said Kellogg's. YouTube TrueView will also be utilized
Photography: “real Australian women” will be photographed in a candid black and white style by photographer Toby Burrows
Broadening the conversation: Special K will look to share images and ideas to get people talking about #OwnIt via a social media program on Facebook and Instagram
Workshops: Special K will run a series of workshops with Body Positive Australia to “support women with their #OwnIt journey”